DESIGNER

Selina Yong

PROFILE/DESCRIPTION

Objectives/Project Description --> Project Description

Update current Birch Benders Micro-Pancakery Chocolate Chip Keto Pancake & Waffle Mix packaging to communicate information more clearly than current packaging. This includes:

• Using layouts similar to existing Birch Benders products to ensure consistency with current products sold by Birch Benders
• Eliminating repeats of information
• Using a more cohesive color palette that sets up information hierarchy and stands out from other items on shelf

GOALS

Objectives/Design Objective --> Design Objective (What must be achieved for the design to be successful?)

• Creating a design that interrupts the shopper (draws the eye) and communicates information clearly and convincingly once attention is grabbed (to convince the shopper to purchase)
• Maintain the whimsical energy of current packaging for consistency across the family of products (keep some of the visuals that are used across other Birch Benders products, such as the man and the oman on the front of the package)

PRIORITIES

Communication Priorities --> Communication Priorities (List the graphic and verbal communications in order of importance.)

1. Product name (Chocolate Chip Keto Pancake & Waffle Mix)
2. Benefits (Diet type/keto, amount of carbs and proteins, no added sugar, just add water, etc)
3. Image (pancake, use similar image/format to existing Birch Benders products)
4. Amount of product in package
5. Brand name (Birch Benders)

TARGET AUDIENCE

Details/Target Audience --> Target Audience (Demographics, psychographics, and behavioral description of brand target.)

People on a keto diet 

• most likely to be Millenials/Gen X (35-54 y/o)

Parents/kids – looking for healthy foods (for themselves and their kids) that their kids are still likely to be excited to eat 

• packaging must look appealing to both parents and kids (kids probably under age 13, considering their parents are shopping for them and the product is chocolate chip pancake mix)

BRAND CHARACTER

Details/Brand Character --> Brand Character (Demographics, psychographics, and behavioral description of brand target.)

Back has a paragraph that says “Mama always said life was like a stack of pancakes. We never knew what she meant, but gosh, these…” (goes on to talk about the product)

• The product tries to be whimsical (product tries to establish itself as personable, attaches itself to rather than detaches itself from a character representing the creator of a product), low-carbs, and tasty

• Product also tries to be easy to use (just-add-water)

COMPETITIVE SITUATION

Details/Competitive Situation --> Competitive Situation (Demographics, psychographics, and behavioral description of brand target.)

• Competing with other pancake/waffle mixes (has an advantage as it stands out as a keto-friendly product)
• Competing with other keto products