Background:

When Savannah Cinnamon and Cookie Company approached Paragon about repackaging their Mixes, they were very apprehensive about a new look alienating their well established customer based, but desperately in need of widening their appeal to a broader and younger market. The company, which has been producing its award-winning flavored syrups since 1990, has been packaging their flavorful products in bottles with muted labels, topped with hand-tied squares of patterned fabric and little recipe cards. The line did not stand out on store shelves and there was a great deal of manpower required to complete each order. They were insistent that fonts remained the same for consistency sake, and that customers could still enjoy the new recipes that they had come to anticipate with each new purchase.

Before:

Solution:

As we worked with the owner and marketing and sales staff, we spent a great deal of hands-on time trying to translate the company's fun atmosphere into our designs. We gave them a visual survey and discovered that in complete contradiction to their existing packaging, they had a love of color. We were also sensitive to their strong ideas about representing the products' uses in the label. What we ultimately designed was a vibrantly colorful illustration that became the backdrop for the labels. Once this was in place we added clarity to the product line by illustrating the flavors for each and adding a recipe panel, while respecting the client's desire to keep their fonts consistent. Customer response has been overwhelmingly positive.

After:

Alina's Feedback:

I love Paragon's new label / packaging design! Very sweet and sassy, which is what you'd like a flavored syrup to be. The former labels, while attractive, had more of an organic, wholesome feel to them, which seems to contradict what a syrup is. The new labels indicate the product has moved beyond the home garage production to mainstream. It says success.