Kick has rebranded Spoon Optional with an emphasis on transparency for the millennial mom audience “who has healthy and convenient nutrition on her mind.” For the sippable organic soup line, the Minneapolis-based agency utilized clear shrink labels to let the soup’s natural colors show through for shelf appeal and, they note, for attractiveness on Instagram. Comments design lead Kate Carlson: “We know consumers really appreciate transparency from brands. Spoon Optional is clear about what ingredients they use and what they stand for — naturally the new packaging does the same.”
