Kii Naturals®

GD USA Award Winner

Artisan Crisps Bring Fruit & Fire To Snacking Category

On a mission to elevate the snack experience for consumers, Nustef Baking’s Kii Naturals® line of handcrafted artisan crisps combines authentic, wholesome ingredients with bold flavors so the snacking experience is never dull. When they set out to add sweet & spicy mini crisps to their product lineup, we brought the brand to life.

AGENCY SERVICES
  • Strategy & Positioning
  • Naming
  • Logo Design
  • Packaging Design
  • Product Photography
  • Tradeshow Booth
  • Production

Strategy & Positioning

Smaller than their standard artisan crisp, the mini line was perfect for snacking and boasted an elevated “sweet heat” flavor combination. We analyzed how competitors communicated similar flavor profiles, identified a target audience, and determined unique product attributes to establish a market position that differentiated the new line from the brand’s flagship offerings.

Concept Development

Naming, Logo, Packaging Explore

We simultaneously looked at naming, logo design, and packaging design to provide a variety of options that effectively represented the product. We maintained consistency with the parent brand while ensuring the product could stand out independently. Each concept explored different approaches to hierarchy, color palettes, product & ingredient imagery, and messaging.

The Solution

The top half of the package remained consistent across all SKUs to create a brand block effect by leveraging the parent brand logo, an ownable Fruit & Fire™ Snack Crisps lockup, and the dark blue background for an elevated aesthetic. We utilized a band of color and prominent ingredient imagery to quickly communicate each flavor and incorporated a heat meter to educate consumers on the level of fruity vs. fiery in each SKU. Consistent benefits callouts and certifications rounded out the front panel for a design that communicates the dynamic and genuine essence of the brand.

Photography

Knowing that product imagery would be the focal point of the packaging, we coordinated a photoshoot to develop a versatile portfolio of assets for the brand to leverage across any touchpoint. Our focus was on generating appetite appeal, visually communicating the product’s essence, and providing usage inspiration, which were the key objectives guiding the image development process.

Inspiring Creativity In The Kitchen

From charcuterie boards to dips and toppings, the possibilities for enjoying these crisps are endless so we made sure the photos inspired consumers to get creative in the kitchen. Bringing the brand to life through lifestyle images not only helped to educate consumers about the product, but also demonstrated its versatility and how it can easily (and deliciously!) be incorporated into their daily lives.