Bunny Logo Hops Ahead of the Eco-friendly Pack
To the casual observer, the Wakefield, Mass., company appears to be just another marketer of pasta meals. But a closer look reveals subtle differences that enable Annie’s to carve a distinct niche under the organic and natural foods umbrella.
- Makes packaging the store. The design, visual elements and the materials used support the positioning.
- Cultivates two demographics of consumers—moms with kids, and college students. Both groups enjoy the product line and support the brand message.
They are also beginning to develop brand loyalties.
The rabbit icon also symbolizes the company motto “Eat Responsibly. Act Responsibly.”
The range of the packaging settles primarily on paperboard cartons (6-ounce to 12-ounce sizes) and metal cans (15 ounces).
“That’s where the authenticity of our brand comes through,” Kuykendall says.
Cartons and labels are printed in flexography with four- to six-color process.
In approaching package design, Meacham says the creative team asks three basic questions. What do we need? What don’t we need? What are our equities?
For example, Bernie waves on packages of bunny-shape pasta for kids. On labels of Peace Pasta & Parmesan, Bernie sports a head band and flashes the peace sign amid a background of psychedelic colors.
“They’re starting to spend their own money, make their own brand choices,” she adds.