New Packaging Concepts Receive Graphic Design Awards of Excellence
Damen Jackson has been recognized with two Certificates of Excellence in the 2016 American Graphic Design Awards. The wins, both in the Flexible Package category, come from the research and intuitive work done by Damen Jackson for Fisher Snack Nuts and Orchard Valley Harvest.
Fisher Snack Nuts
Fisher has been a consumer favorite since introducing the salted in-shell peanut over 90 years ago. It launched its authentic American honey roasted flavor more than three decades ago—a flavor that is used on a variety of nut types—which continues to help Fisher nuts stand out against other brands. Despite this beloved brand heritage, the packaging for its snack mixes was in need of a facelift in order to remain relevant and stay in concert with its innovation. Consumers had begun to perceive Fisher as old-fashioned and thus, unexciting.
Research provided that the target audience for Fisher Snack Nuts are the health-minded, or health wishers, between the ages of 35 and 54 who enjoy frequent, healthy snacking throughout the day. The concept and integration of the stand-up bag provides maximum visibility on the shelf while its re-sealable zipper promotes portability and maintains freshness. This packaging hit the target audience dead center. It did so without straying away from its brand heritage, instead exciting it with new visual treatments. Following the launch of this new packaging in January 2016, Fisher witnessed purchase interest in Fisher consumers and non-consumers at 90 and 72 percent, respectively.
Orchard Valley Harvest
Orchard Valley Harvest (OVH) is dedicated to offering clean foods such as pure and simple nuts, and dried, sweetened fruits with no artificial ingredients or additives for the health-conscious consumer. Launched in July 2016, the new packaging promotes the health and convenience of its product to the consumer’s healthy lifestyle. This launch included mini subs and 8-count multipacks for Chocolate Covered Blueberries, and Chocolate Covered Cherries, 8-count multipacks for the Omega-3 Mix of walnuts, dried sweetened cranberries, almonds and pistachios, and 8-count multipacks for the Antioxidant Mix of almonds, dried sweetened cranberries, blueberries, cashews and pepitas
The packaging on these items has a large window that spotlights the actual product with complimentary visuals emphasizing the Non-GMO Project Verification. The products are available in re-sealable packs as well as individual serving packs, which offer the ability for the consumer to choose the freshest experience for their own snacking routine. Additionally, the packaging meets the consumer’s needs for transparency of ingredients and processing, and on-the-go options.
About the GDUSA American Graphic Design Awards
For more than five decades, Graphic Design USA has sponsored competition to spotlight areas of excellence and opportunity for creative professionals. These awards are open to the entire design community—design firms, ad agencies, freelancers, students, corporations, non-profits and more—to honor outstanding work of all kinds across all media. Just over 10,000 entries were submitted for the 2016 competition with just 15 percent of those receiving the Certificate of Excellence.