VICE PRESIDENT OF CREATIVE SERVICES
KAHALA BRANDS, SCOTTSDALE AZ
Rebecca Springer has led the Kahala Brands in-house team of highly skilled graphic designers for more than 11 years, balancing consistency and innovation within the company’s brands as well as collaborations with others. In the process, she and her team have won multiple awards for their work.
Kahala Brands is a global leader in quick-service restaurant franchising, operating in more than 27 countries around the world. The company has a diverse portfolio of highly popular brands, including Cold Stone Creamery, Pinkberry, Blimpie, TacoTime, and Great Steak.
Rebecca’s Creative Services team is responsible for designing advertising, branding, and promotional materials for over 28 unique restaurant concepts belonging to Kahala Brands.
The team plays a crucial role in driving customer traffic and creating brand awareness, which is essential for the company’s continued growth and success. Their designs are not only visually stunning but also extremely effective in conveying the brand’s message to millions of potential customers.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
The first interaction a consumer has with a product is often through its packaging. At the very least, packaging protects the product’s integrity, making sure it reaches consumers in pristine condition. Functionality is key, ensuring that the packaging is not just visually pleasing but also practical, enhancing the overall user experience. However, it’s not merely a wrapper; it’s a visual ambassador that crafts an immediate and lasting impression. Beyond aesthetics, packaging becomes the face of a brand, weaving a consistent identity through color palettes, logos, and design aesthetics. It’s the silent communicator, relaying vital information about ingredients, usage instructions, and other essential details, fostering trust.
Distinctive and appealing packaging doesn’t just stand out; it differentiates a product in a crowded market and influences purchasing decisions. Moreover, packaging has the power to establish a profound emotional connection with consumers and fostering brand loyalty. From sustainability messaging to serving as a promotional canvas, product packaging design is a multifaceted tool that goes beyond the surface, making a lasting impact on consumer perceptions and preferences.
The restaurant industry is currently experiencing a positive trend toward online pickup and third-party delivery orders, which has opened new opportunities for businesses to reach a wider audience. However, this shift has also brought about new packaging challenges that require careful problem-solving. For instance, there is a need to ensure that all food is packaged properly to maintain its quality during transit. Additionally, there is an increased focus on food safety to maintain the quality and integrity of the food being delivered, which provides an opportunity for restaurants to demonstrate their commitment to providing high-quality meals. By addressing these packaging challenges, restaurants can continue to thrive in the rapidly changing landscape of the industry.
