Healthy food packaging doesn’t have to be cardboard and glass. While out and about on our recent travels in South America and New York, we saw a host of bright, colourful and captivating everyday packaging designs for healthier products. It’s not about reinventing the wheel or being different for the sake of it, but using design to better communicate with customers and grab their attention.
Take a look at 10 of the best examples that we snapped in supermarkets throughout the Americas:
- Frutos de Vida juices (Mexico)
As you can see Frutos de Vida isn’t afraid to be bold. The design of its juice bottles immediately communicates what’s inside through the cartoon images of fruits and vegetables on the label. Each different flavour has its own distinct colour scheme, which is influenced by the ingredients. This helps to tie the whole design together. The logo and consistent bird motif also ensures unity of branding – it’s very clear these are part of the same range. The bright colours and overall look is closer to unhealthier soft drink designs, which may also help to encourage customers to pick it over their usual brand.
- Brooklyn Fare tote bag of apples (New York)
This is a great example of simple, yet functional packaging design. Rather than leave the apples completely loose, or to seal them in plastic bags or wrapping, these New York State Apples are packaged in plastic tote bags. This encourages a grab-and-go approach. Each bag is clearly labelled with the type of apple enabling customers to easily pick their favourite. The bag also has useful information printed on the side about how to handle and store the apples. Plus, customers can just pick them up, pay and leave with no extra bags or packaging required.
- Blissimo juice (Sao Paulo)
With its almost neon coloured bottles, Blissimo’s drinks are hard to ignore. The colour extends from the cap to the bottom to completely cover the bottle. It’s a very simple approach, but it’s very effective as it makes it very clear that the bottle is unopened. There’s a sense that it’s a very fresh and pure product. It also means it stands out against the other bottles on the shelf which may only have a partial label. Each different colour denotes a different flavour, which is communicated through an on-bottle mosaic-style graphic made up of fruit and vegetables.
- Salad Sensation tomatoes (Sao Paulo)
Fresh produce is typically packed loose or in plastic bags and punnets. Salad Sensation’s tomato vertical hanging cardboard and plastic design is more reminiscent of sweets. The packaging perfectly positions the tomatoes as a snack food. The plastic part is even resealable making it easy for customers to keep it in their bag or car for continued snacking throughout the day. The design aesthetic is eye-catching and bright with the use of natural colours.
- Miss Croc Crispy Gourmet (Sao Paulo)
Miss Croc Crispy Gourmet is a range of savoury crispy bits designed to add extra flavour to cooking. Available in a range of flavours the product is packaged in eye-catching glass bottles. This allows the customer to see exactly what is inside, which is useful for a concept like this where customers may not be familiar with it. Each bottle has the brand logo and information printed directly on it, while a bright paper label with all of the flavour information on it is tied round the neck. The use of colours and fun graphics makes It a particularly attractive design.
- Frantoio Muraglia extra virgin olive oil (Sao Paulo)
It may not originally be from South America, but Italian extra virgin olive oil manufacturer Frantoio Muraglia is showing how great design can carry across the world. Rather than using the same glass bottles as most olive oil brands, Muraglia olive oil is packaged in stylish metal or ceramic bottles. The design means it’s something that customers want to make a feature out of in their homes – they’re happy to have it on display. The range of colours and materials also means it’s easy for them to find a bottle that matches their homes colour scheme. It’s a design that pops on the shelf.
- Bena Frutti strawberries (Sao Paulo)
Bena Frutti’s strawberry packaging shows how a simple approach that puts the product front-and-centre can be the most attractive option. Rather than piling the fruit on top of one another in a punnet, the strawberries are laid out in neat rows in a tray with plastic over the top. It’s the best possible presentation of the product and helps to catch the eye of the customer by using the fruit itself to draw them in. The label itself is simple and small in order to not obscure the view of the strawberries.
- La Fruteria (Rio de Janeiro)
La Fruteria offers a range of fruit, granola and yogurt products. Packaged in simply branded clear plastic pots, the brand lets its elegant font design and the colours of the fruits do the talking. The separation of the different parts of the products, with granola at the top and the different fruits layered, makes for a really attractive display. You can imagine what the product will taste like and there’s a sense of just-made freshness implied.
- Eat Clean Snacks banana pack (Rio de Janeiro)
Eat Clean Snacks has a grab-and-go packaging design that manages to tell you exactly how it works with minimal effort. All of the product information is on the top layer, which saves printing costs, as well ensuring that customers know the benefits from one glance. It also means the brand can use a simple plastic tray to actually house the product. The tray is divided into two parts to separate the banana from the flavoured paste to dip it in. A fun fruit graphic tells you what is inside and the top layer has a clear tab for tearing it off when the customer wants to eat it.
10. Puravida (Sao Paulo)
Puravida offers a wide range of nutritional and health products from protein to nutrition bars to coffee. The company makes good use of its hummingbird logo across its product range, tailoring the colour and finish to indicate different flavours. The logo itself suggests health and the simple on-pack descriptions tell customers what they need to know without feeling crowded. Products packed in pouches are particularly striking. This means that customers are more likely to like having them in their homes, especially as, being resealable, they’re likely to be there for a number of weeks or months.
Which did you find most interesting? Let us know your favourites!
By Cate Trotter, Head of Trends, Insider Trends, London.