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Annie’s homegrown

Ian Tan


Research

Understanding Annie’s Comparison to Mutual Brands

Analyzing Problems

Deducting Solutions


Understanding Annie’s

The problem presented to me was definitely a difficult one. The presentation of 4 categories of the Annie’s Brand was on face value sporadic to start with. The products presented were (in clockwise starting from top right) : Bunny Grahm Friends Shell’s and White Cheddar Maple BBQ Sauce Tuscany Italian Dressing As a whole, the Brand didn’t show unity, as well as fading shelf precense as it competes with other brands of the same categories. A few goals were kept in mind while re-designing said items: Uniting Identity Be compelling and unique by category


Understanding Annie’s

Annie’s demographic was interesting, targeting “Hippy Moms” for a lack of a better term as their core consumer. Early on in the project the visual message that Annie attempts to put out is clear – wholesome organic and natural food for those who concerned with such criterion. Children were also part of the demographic. Mainly with the selection of the Bunny Grahm friends. However, they are also taken into serious consideration because of their part in the point of purchasing. Parents purchase for their children’s wellfare (in the best of cases) and children can typically play the role of the intiator in the buying of the product.


Research

Understanding Annie’s Comparison to Mutual Brands

Analyzing Problems

Deducting Solutions


Comparison to Mutual Brands

Maple Bbq Sauce Barbeque Sauces

Tuscan Italian Salad Dressings

Shells and White Cheddar Mac and Cheese

Bunny Grahm Friends Grahm Crackers/ Similar Products

Approaching this task, I decided to view the products in their individual categories. I took a trip to a local store and decided to take note of their shelf precense and their competition. Each had their own quirks and “typical� designs. I also found that there were definitely designs that stood out and some that blended in a little too well.


Comparison to Mutual Brands

Famous Dave’s BBQ Jack Daniel’s BBQ Kraft BBQ KC Masterpiece BBQ The mentioned above can be seen on the right next to Annie’s Maple BBQ sauce and the differneces are apparent. The aesthetics of Annie’s is dull, in comparison to the other brands.

There is too much white space.

Design of the bottle is flat, in comparison to the rustic nature of BBQ. There is low contrast in the color scheme.

In a general sense, the rustic nature that is almost required in the Category is lost in Annie’s current bottle design. Also, the design doesn’t compliment Annie’s style of illustrative and intricate design that it’s signature for.


Comparison to Mutual Brands

Cardini’s Girard’s Newman’s Own Brianna’s Annie’s bottle fades into the back along with typical genric brands. The shape of the bottle completely loses it’s uniqueness upon the shelf. Placed around it are a few examplary bottles that stood out on the shelves. As you can see these bottles have distinct outlooks and cater to a targetted audience – premium brand buyers. Annie’s design isn’t appropriate in a few different ways.

The illustration does not coincide with the visual voice and quality of past Annie brands.

The white space around the illustration gives the illustration a “cllip art” effect. Amateur outlook

The shape of the bottle is far too common and presents a generic look.


Comparison to Mutual Brands

Simply Organic Mac and Cheese Kraft Mac and Cheese Velveeta Mac and Cheese Hamburger Helper Pastas The pasta aisle was interesting. I felt the strongest brands here had a bold and high constrasted look. The Annie’s brand Mac and Cheese did stand out to an extent but I felt the ones mentioned above felt more like a premium or “safe” choice. The graphic used reduces appetite, the color purple is cold and off-putting.

The content was cluttered, much too heavy.

The graphic used of the shells doens’t make it look or seem appetizing because of it’s low saturation.


Comparison to Mutual Brands

Back to Nature Grahm Crackers Animal Crackers Late July Crackers Blue Diamond Natural Crackers The obvious gaudiness of the Annie’s Bunny Grahm friends is obvious. It’s attempt at looking “fun” or “kid-friendly” falls on it’s face as they use a tie-dye background and overlayed it with bad type. It’s messaging also fall short with it’s clutteredness and noise. I felt that the downfalls of this design was quite self explanatory and I plan to take it in a whole new direction with refereence to some successful examples around Annie’s Bunny Grahms. I feel that a design that’s unique and fun may help Annie’s Bunny Ghrams acheive it’s goals and pander to it’s consumers.


Research

Understanding Annie’s Comparison to Mutual Brands

Analyzing Problems

Deducting Solutions


Deducting Solutions

The Annie’s Mark although Iconic I felt was a little busy. It was too much for consumers to take it and recognize. It feels more like an emblem rather than a brand logo. Their second attempt at rebranding their logo was a little more solid. It was modern, they omitted the bunny and changed “homegrown” to “naturals”. I felt that this was a step back on their part because the term “Naturals” is so oftenly used to descscribe products, and having it as it’s subhead might be confusing for consumers. Hence, I decided to re-design their logo, bring back Annie’s “homegrown” and retaining it’s original essnece. Using a script font to pander to a more modern audience, and a slab serif to maintain a strong, sturdy and dependle feel.

Annie’s homegrown New Annie’s Logo


Deducting Solutions

Some Initial explorations of bottle shapes

What I’ve learned about the bottle shape and form from viewing various ones is that the generic shapes like the one that Annie’s has now for it’s Salad Dressing and BBQ sauces are a far cry from the others out there. I decided to explore and attempt a few different bottle forms and layouts. In hopes that it may bring a uniqueness to Annie’s.


Deducting Solutions

This was my initial solution to the current design of Annie’s Mac and Cheese. The idea was to have a cutout to show the actual shells show through a window, while keeping a graphic to complete the composition. Then the preceeding idea was to fix it’s layout and improve it’s readibility.

Initial Shells and White Cheddar Solution.


Deducting Solutions

My initial attempt at a schematical breakdown of the current Annie’s Tuscany Italian dressing. On the lower part of the sketch was my idea of using a conical flask like bottle for a unique take on form for Annie’s. Of course, this also came along with the idea of redesign it’s labels and bring back and illustrative quality that Annie has had carried through a few designs in the past.

Initial Shells and White Cheddar Solution.

Initial Tuscany Italian Salad Dressing Solution


Deducting Solutions

The illustration above is a schematic of the current design of the label for Annie’s Maple BBQ currently. Below was my intial solution, removing it’s tacky clip-art like maple leaves and replacing it with an illustrative maple forest. Also, removing white space from the composition so it doesn’t look generic.

Initial Shells and White Cheddar Solution.

Initial Maple BBQ Sauce Solution

Of course, this also includes a redesign of the type and layout of the label, trying to bring a modern twist whilst keeping the old illustrative style for syntax of the brand.


Deducting Solutions

My initial solution for Bunny Grahm friends. I wanted to make the window more kid-friendly and instead of giving them a more “illustrative” plastic window, I wanted to used a window shape they used for their cereal. This would give the brand more unity as well as represent the simple shape of “bunny” in children’s eyes. Also, I restructured the hierachy of information. Such as making GRAHM the largest focla point as to help the consumer find the and recognized the product quickly. Initial Bunny Grahm Friends Solution

Also, the back could be used for advertising space or activities for the kids. Pandering to a child demographic seems to be correct with Grahm crakcers


Final Products

Before


After


Final Products

Why it’s Better Overall Look


Why It’s Better

As you can see the difference between the before and after is compelling. I changed the illustration of the label and removed the white space in between the illustration. I allowed it to fully bleed off the label which gives it a sense of continuity. The form of the bottle also changes to something that looks and feels more re-usable. It’s flip bottle cap makes it perfect for re-usage and might promote sustainability. I decide that “natural” and “organic” used in these labels would be put under a line break with readable text and shouldn’t be repeated elsewhere to not sound redundant.


Why It’s Better

Similarly, the BBQ bottle has been switched for something that better reflected it’s category. I found a flip-cap bottle that looked seemingly like a whiskey bottle and possesed a “rustic” shape. I felt it fit the context of the barbqueue sauce as well as be unified with the salad dressing. The label used was inspired by the salad dressing. Placing a hand-made illustration that was similar to old-style annies gives more character to the bottle. Also, I kept the syntax between the bottles with the colored bar and script for the product title. Once again, this bottle is also fully re-usable and adds to it’s sustainability.


Why It’s Better

The redesign of Annie’s Shells and White Cheddar was cluttered, gaudy and blends into the generic brands. My realization of the amount of color used in the aisle steered me towards the design above. A clearn, design with plenty of white space, that still has color to key each flavor. I feel that this new design will stand out beyond the noise and convey a “premium” feel.


Why It’s Better

I completely overhauled the Bunny Grahm friend’s design. I decided to use a bottle that would convey “restraint” to the parents. (As one can only dispense a few bunnies at a time.) I illustrated a couple of hills and bunnies running through them to pander to the child demographic. A flat, bright and colorful wrap increases it’s friendliness. I also wanted to have the container be transparent, adding to the design by contrasting well with the label.


Why It’s Better

As an attempt to not lose sight of the brand, I also decided to re-think their branding strategies. First, a complete redesign of their logo which was mentioned earlier. The logo is also to appear only on a semi-circle when on a label to give syntax and uniformity to the brand.

Annie’s homegrown

Also, Bernie the Bunny and his seal of approval will also be used but in a subtle way on the seals for the bottles and grahm crackers as illustrated below.


Final Products

Why it’s Better Overall Look


Overall Look

In the beginning, I mentioned two things were kept in mind while re-designing the packages: Uniting Identity Be compelling and unique by category Personally, I think the new designs for Annie’s is successful.The four packages work well with one another and still contain a syntax although they have significantly different designs. The new designs should thrive in their categories in comparison to some leading brands and spread out the demographic of Annies.


Overall Look

Annie’s homegrown

Contains: Organic whole grain wheat flour, organic wheat flour, organic evaporated cane juice, expeller pressed vegetable oil (safflower and/or sunflower), organic graham flour, organic corn flour, honey, chocolate cookie bits (wheat flour, organic evaporated cane juice, sunflower oil, alkalized cocoa, salt, baking soda), natural and alkalized cocoa, calcium carbonate, natural flavor (vanilla, chocolate and graham cracker), sea salt, baking soda, chocolate chips (sugar, unsweetened chocolate, cocoa butter, soy lecithin, vanilla extract).

Bunny

Grahm Friend s

all natural honey, chocolate and chocolate chip crackers

A schematical view of the new designs, from a flat perspective.

Made on shared equipment that also processes egg and milk. Manufactured for: Annie’s homegrown 2009 annie’s inc. napa, ca 94558 made in usa

net wt 6oz (170g)


Overall Look

Annie’s homegrown

All Natural No artificial colors No preservatives Naturally gluten free Vegan INGREDIENTS: WATER, EXPELLER PRESSED VEGETABLE OIL (CANOLA AND/OR SUNFLOWER), BALSAMIC VINGAR, SUN DRIED TOMATOES, SEA SALT, GARLIC, XANTHUM GUM, OREGANO, BASIL, PARSLEY, BLACK PEPPER.

Nutrition Facts Serve size 2 tbsp (30g) Servings About 8 Calories 100 Fat Cal. 80 *Percent Daily Value (DV) are based on a 2000 calorie diet. Amount/Serving Total Fat 9g

%DV 14%

Sat Fat 0.5g

3%

Sodium 250 mg

10%

Total Carb 3g

1%

Sugars 2g Protein 0g

Tuscany Italian natural salad dressing

net wt 6oz (170g)

Schematic for Annie’s new Tuscany Italian dressing.


Overall Look

INGREDIENTS: WATER, *BROWN RICE SYRUP, *TOMATO PASTE, * APPLE CIDER VINEGAR, * MOLASSES, * STONE GROUND MUSTARD (*APPLE CIDER VINEGAR, WATER, *MUSTARD SEED, SEA SALT, *CLOVE), MAPLE SYRUP, EXPELLER PRESSED VEGETABLE OIL (*CANOLA, *SOYAND/OR *SUNFLOWER), *CORNSTARCH, SEA SALT *TANARI SOY SAUCE (WATER, *SOYBEANS, SALT, *ALCOHOL), NATURAL SMOKE FLAVOR, NATURAL MAPLE FLAVOR, * CANE SUGAR, *CHILI PEPPER, *CELERY SEED, BLACK PEPPER, XANTHAN GUM, *GARLIC, *ALLSPICE, *CLOVE. *ORGANIC INGREDIENTS

Smokey BBQ Maple Sauce organic

Annie’s homegrown

Schematic for Annie’s new Maple BBQ sauce

CERTIFIED ORGANIC NO ARTIFICIAL COLORS OR PRESERVATIVES NATURALLY GLUTEN FREE VEGAN MANUFACTURED FOR: ANNIE’S NATURALS C 2010 ANNIE’S, INC. NAPA, CA 94558 MADE IN USA

net wt 6oz (170g)


Schematic for Annie’s new Shells and White Cheddar Net wt 6oz (170g)

homegrown

Annie’s

organic Dear Friend, Thank you for choosing Annie’s. We Constantly work very hard to produce organic and all natural foods for your indulgence.

homegrown

Annie

Shells and White Cheddar

Annie’s Cooking Instructions: 1. Boil 6 cups of water. 2. Stir in pasta, cook for 8-10 minutes. 3. Drain pasta with strainer. 4. Warm a saucepan with 3 tbsp of lowfat milk. 5. Stir in cheese over milk. 6. Mix cooked pasta and sauce and enjoy!

Organic whole grain wheat flour, organic wheat flour, organic evaporated cane juice, expeller pressed vegetable oil (safflower and/or sunflower), organic graham flour, organic corn flour, honey, chocolate cookie bits (wheat flour, organic evaporated cane juice, sunflower oil, alkalized cocoa, salt, baking soda), natural and alkalized cocoa, calcium carbonate, natural flavor (vanilla, chocolate and graham cracker), sea salt, baking soda, chocolate chips (sugar, unsweetened chocolate, cocoa butter, soy lecithin, vanilla extract).

Overall Look


End


Annie's Homegrown Brief