BOB'S RED MILL
Packaging Design
OBJECTIVE: Redesign Bob’s Red Mill Hot Cereal packages to enhance brand recognition, to establish a more effective method of communication between the brand and target consumer, and to redefine their brand positioning as an accessible health food product that is a step above the competition.
REASON FOR REDESIGN:
Currently, Bob’s Red Mill’s line of packaged hot cereal products in underperforming on:
Use of sustainable substrate: Bob’s Red Mill currently packages their cereals in a plastic bag with a sticker adhered to the front and back faces. The use of multiple, non recyclable substrates is not environmentally friendly.
Quality of communication: The stickers applied to the front faces of the packages are cluttered with too much information, and lack an overall design hierarchy.
Overall aesthetic: The combination of low-end substrate and cluttered design create an overall appearance that does not effectively communicate who the brand is, and what the brand stands for.
Brand positioning: Bob’s Red Mill should communicate that their product is made from high quality ingredients, and is a step above the competition, however, their current design portrays them to be more of a discount brand.