Using the existing logo, rebuild Kay's Naturals brand to compete on shelf with mainstream gluten-free and "all-natural" products.
While many natural foods borrow the same look as their competitors (ample use of white, textures indicative of "natural"), research points to the success of packaging redesigns hinging on how disruptive they are on shelf. This redesign of Kay's packaging does just that.
Kay's has an avid audience of gluten-free consumers. Its protein-packed products — unmatched in the market — are tasty and filling options even for consumers not looking for gluten-free options.
The client gave us a resounding "Yes!" And after getting unanimously positive feedback from Kay's various retail partners such as Walgreen's, Kay's was sure this direction was on strategy. After more internal discussion at Kay's, however, they opted to keep their existing package design. However, Kay's has plans to create a more mainstream product using this design in the near future.
/ interjection / scandinavian
1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.