Nothing fancy, just basic packaging from a family farm in Oregon's Willamette Valley. These types of flat bags are cheap and easy to work with but they don't display well at all. In fact, you can hardly see what's in the freezer without shuffling through a pile of bags and then leaving a mess for the next customer. Many of the big stores have switched to stand-up bags for IQF berries.
Copy in tiny letters on the back panel describes the health benefits of berries, along with an endorsement from a "professional triathlete." A visit to the website, and you learn that Stahlbush is energy independent, using fruit and vegetable byproducts to generate their own electricity. I've never heard of "sustainably grown" berries. The elements of an identity are there, but there's no creative effort to market the product. It's all just kind of tossed out there.
It's not a case study in good design or branding, but it's not much worse than most other retail berry packaging in the US. Maybe that's why nobody eats berries.
Komentari
Uh I like it very much, I
Uh I like it very much, I would buy this package because design, I don't care what is in.
How to sell berries
The brown bag look is okay for a start but it needs work. Two things have worked to increase sales of berries and similar fruits to Americans: (a) convenience packaging and (b) consumer education with a very specific type of nutritional message. This line has neither, so if a studio pitched me the design I'd send it back.
The front of the package should make a clear sales proposition to the customer. Black raspberries are such a rare and special product, they deserve a better sales pitch. Most people have never had them. They're not cheap. If the package gave a clear reason to justify the purchase, it would help build a customer base. There's plenty of space there to work with, front and back. It's just not used well.
Black caps have antioxidant levels higher than acai berries or pomegranates, for one thing. Put that on a graphic. The anthocyanin level of black caps is almost twice that of acai berries. Acai is imported product that doesn't taste great but is flying off the shelves in US stores anyway because of its nutritional reputation. The "sustainable farming" message doesn't mean anything to consumers in terms of purchasing triggers. It's a waste of space.
I'm big fan of berries and have followed market trends and consumer psychology for years. Growers in the US have had a tough time cracking the code of how to get Americans to eat these things as part of their regular diet. Making use of the packaging to educate consumers and make it easier for them make berries a part of their daily diet isn't the whole answer, but it's one of the most important anchors in the branding and marketing process.
This is a good excuse to do a series on berry packaging and marketing.