Kapai Puku
Packaging
The Kapai Puku seed mix range has been around for 20 years. When they came to see us they had a fantastic brand story, an inspirational owner and brand ambassador, and an amazing product, but packaging just didn’t deliver on any of this.
‘What is it?’ and ‘what will it do for me?’ weren’t being answered.
The key to solving this communication challenge was distilling the core, distinctive health benefit - gut health, and heroing it. We went back to basics, simplifying the messaging, adopting a more sympathetic colour strategy and dialling up taste appeal.
The food photography not only adds crucial taste appeal, but has the added benefit of promoting a variety of usage occasions.
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