ROOK/NYC Packaging Plants Seed For Growth

Six years after launching their seed-based, allergy-friendly snack company 88 Acres, co-founders and wife/husband duo, Nicole Ledoux and Rob Dalton, saw the opportunity to evolve and elevate their brand’s identity and packaging design to adapt to rapidly changing culture and consumer behavior. The team at 88 Acres tapped brand partner of 3.5 years, ROOK/NYC, to collaborate with them on the redesign.

The goal of the project was fourfold: drive taste appeal, set product expectations, educate and drive trial. ROOK/NYC incorporated new ingredient and product photography to help consumers quickly understand what the product is and what it’s made of. The color palette was evolved to speak directly to category flavor cues, while the logo is placed in a seed-shaped holding icon – reinforcing that seeds are the foundational ingredients with which all of 88 Acres’ products are made. The language and product descriptors on the packaging were also simplified with a stronger, more playful brand voice. 88 Acres chose to maintain both their existing logo and the leading color of each SKU in order to capitalize on brand and flavor recognition for their current customers.

According to ROOK/NYC founder and creative partner Mark Christou: “Through our long-term relationship, the brand has seen enormous growth, despite the economic challenges of 2020, and this redesign will be a big step in helping 88 Acres to grow beyond the natural channel into more of an iconic mainstay in the conventional snacking category.”