Design brief: Fruit & Nut Energy Snack Bar, a Package Graphic...

Dates

Starts:14-Jul-09 9:25 p.m. GMT

Ends:28-Jul-09 9:25 p.m. GMT

Awards

Award 1: $1000, was awarded to elimendo

Award 2: $300

Award 3: $300

Award 4: $300, was awarded to draganfly

Formats: "AI(VECTOR BASED)","PDF"

Contract: Preview: crowdSPRING Contract

Materials

File 1: 1454042_OB prototype F... (1.2 MB)

File 2: 1454043_OB prototype B... (1.3 MB)

Creative brief

The buyer added updates to the brief. Read them.

LET ME TELL YOU ABOUT US:

We’re Liberty Orchards Company, in Cashmere, Wa. Check out our website, libertyorchards.com, to learn about our history and products. We have developed a brand new product, named “Orchard Bar” for the “healthy nutrition energy snack” market. The Orchard Bar is all natural and made of fruits, nuts and seeds.

HERE IS WHAT WE NEED:

A package design for a nutrition bar that will sell in Food, Drug and Mass Market stores. The design should show application (color, copy, etc) to 4 different product/flavors, and commmunicate the following:

FRONT FACING OF BAR (5” x 1.5”)

1. BRAND NAME: ”ORCHARD” The brand name is “Orchard”, which needs to be prominently stated. The product line is Orchard bars. The word “bars” can be used as a brand descriptor, as in “ORCHARD” bars (smaller type for bars), or the product name can be “Orchard Bar” with “Bar” in equal prominence with “Orchard”

2. PRIMARY POSITION/DESCRIPTOR: ”All Natural Energy From Fruits, Nuts & Seeds”

3. INDIVIDUAL PRODUCT NAMES (4 Different Products…the PRODUCT NAMES need to be clearly stated, the ingredients should be communicated visually.)

BERRIES & NUTS (Strawberries, blueberries, cranberries, walnuts, pecans, sunflower seeds, flax seeds)

CRANBERRY APPLE CRUNCH (Cranberry Apple, walnuts, pecans, sunflower seeds, flax seeds.)

PINEAPPLE COCONUT MACADAMIA (Pineapple, coconut, macadamias, cashews, brazils)

BLUEBERRY POMEGRANATE ALMOND(Blueberry, pomegranate, almonds, pistachios, sunflower & flax seeds)

Special Note: This product truly TASTES GREAT! We are especially interested in designs that convey an expectation of deliciousness.

4. NET WEIGHT: 1.8oz

BACK OF BAR (5” x 1.5”)

1. SECONDARY ATTRIBUTES
70% Organic
Vegan
Gluten-Free
No cholesterol or trans fats
Heart-healthy ingredients
Non-GMO (No genetically modified ingredients)

2. LABEL REQUIREMENTS….Ingredient Statement, Nutrition Facts Box, UPC Code, Company Name & Address, Web Address.

OUR TARGET AUDIENCE IS:

25-65 active, health-conscious adults seeking a more wholesome, ALL NATURAL, GOOD TASTING nutritious, snack FULL OF FRUITS & NUTS. These are consumers of energy bars and similar products.

WE LIKE THESE DESIGNS:

Odwalla Bars, Larabar, Clif bars, Clif Nectar, Pro Bars, Kind bars. These bars are the main competition in the category. Please note that our wrapper will not have a clear, see-through feature as with the Kind bars. Instead, it will be like the others with full ink coverage.

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

The design should echo the positioning descriptor “All NATURAL ENERGY FROM FRUITS, NUTS & SEEDS”. Designs with prominent visual representation of the primary fruit and nut ingredients are of interest, however we’d also consider other approaches. We also want to see graphical designs that can be adapted for various flavors by changing colors, copy and visual elements.

The package will be a metallised film wrapper with either a gloss or matte finish depending on what suits the ultimate design. Therefore, the design SHOULD NOT, anticipate any clear cellophane window(s) through which the product will be visible.

Brief updates

14-Jul-09 11:46 p.m. GMT: Links to other products in the category:

Clif bar - http://www.clifbar.com/food/products_clif_bar/
Clif Nectar bar - http://www.clifbar.com/food/products_nectar/1129
Pro bar - http://theprobar.com/
Kind bar - http://www.kindsnacks.com/
Odwalla bar - http://www.odwalla.com/ (click products > bars)
Larabar - http://www.larabar.com/food/larabar/
16-Jul-09 2:32 p.m. GMT: A word about our "ratings" and feedback...

We appreciate all your efforts, and want to give you immediate feedback to help you improve your designs, if you're interested. Consequently, our ratings and feedback tend to be "top of mind". I look at your design, form a quick impression, and let you know what I'm thinking. So, don't get overly concerned (or pleased!) by your rating... these are just quick, general thoughts to give some direction. I've given most designs a 3 star rating, but not all 3 stars are equal... some we like better and some less so. Also, our thinking about these designs changes with time... I like some a bit more, and some a bit less. The bottom line... do your best and good luck!
16-Jul-09 6:25 p.m. GMT: Another word about the ratings...

I forgot to mention that the feedback you're getting comes from one person, but there is a team of people working on this project, and they will all have a vote in the outcome of this project. So don't be discouraged if you think I've scored you too low... others might disagree. If you want to stay with this, just keep trying to improve. Best wishes.
18-Jul-09 12:30 a.m. GMT: Less immediate feedback this weekend...

I'm away from the office for the next couple days and won't have great internet access. I'll try to give feedback on my iPhone, but it might be a bit slower than usual. Don't despair... I will give you feedback.
19-Jul-09 8:59 p.m. GMT: 3 stars vs 4 stars explained...

Rating your designs has been very hard. I've been really impressed with the overall quality of design, and thank you all for your efforts. If you've been following my ratings, you'll see that I've given out mostly 3's, a few 4's and a few 2's. In my system of scoring, a 2 may be a good design, but I don't see that it has much chance of getting to 4 or 5. My 3 range is very broad, with low 3's, middling 3's, and quite a few high 3's. A 3 star is a design that I think has the promise to become a 4 or 5 with smart, creative revisions. A 4 star rating means that it's right on target, or just about there. It's hard for me to suggest improvements to 4 star designs because I simply don't see bad things to fix. But... in my opinion, there are 3 star concepts that have the potential to beat some of the 4 stars to the finish line. So again, please don't be discouraged with a 3 star rating... especially if I'm still talking to you!
23-Jul-09 1:19 a.m. GMT: What next?

First, we want to thank each of you for your designs. We’ve been amazed by the number of entries, and even more by the outstanding quality. We hoped to get a few good designs from this process, and instead were overwhelmed by the many, many excellent designs.

Second, we are now assessing what we’ve got, and find there are several things we’d like to see more of that weren’t fully expressed in our original brief. You might have some ideas about modifying your designs with this direction, or this might give you some new ideas to present.

• We did not explicitly ask for an Orchard Bar “logo” in our brief, but some designers have played with logo-like treatments of the Orchard brand, particularly drawing the “O” in “Orchard” to suggest fruit, similar to our corporate logo for Liberty Orchards. We are especially interested in new design directions for the Orchard Bar logo and innovative logo concepts that reflect the unique healthy/green/rustic attributes of the Orchard Bar product.

• We directed you to put “secondary benefits and claims”, such as 70% Organic or Vegan, on the back panel of the bar. Some of designers have experimented with putting one or two claims on the front of the package, and we’ve liked that. We didn’t ask you to work with this the first time around because we thought there wouldn’t be enough room, but some of you have proven us wrong, so we are interested in seeing more of that now. We’d like to see designs with AT LEAST 3 SECONDARY CLAIMS PRESENTED ON THE FACE OR SIDE PANELS of the bar.

• As we look at all the wonderful designs we’ve received, we’ve liked some of the designs with rustic and artisanal themes and textures and would like to see more design in that direction. There are many very polished and professional looking designs which would be suitable for the national brands of Fortune 500 companies… but that’s not us! We are especially interested in seeing more designs, or modifications of designs, that express our more NATURAL, ORGANIC, HOMEMADE AND AUTHENTIC personality. Having said that, a number of the more “polished” designs are strong contenders for prizes.

• The entire package is important to us. We are especially interested in complete designs that encompass FRONT, BACK AND SIDE PANELS, AS WELL AS THE SEALED ENDS AND BACK PANEL SEAM where the package will fold over (see photo of prototype). For your information, the bar will be approximately 4 x 1.2 x 0.5 inches so the package should be designed accordingly.

Third, over the next day or two, we will be taking a look at our ratings, and plan to make some adjustments. Some 3 stars will move up to 4 stars, and we may take some 4 stars down a notch… particularly if a designer has more than one 4 star and we want them to concentrate their effort on a single design.

What should you do about this? If you have a design that we rate as 4 stars, then you have a reasonable chance of winning an award, so we think it would be worth your while to continue. If you have a 3 star design, you’re in the game, so it’s up to you! If you’ve got a great idea for improving your design, then go for it.

Finally, crowdSPRING has requested that we make our awards within 7 days of the cutoff date, which is Tuesday, August 4 (July 28 cutoff for designs). However, our team will not be gathering to review the designs until August 5, so we will announce our winners on August 6. Sorry for the short delay.

Thanks again for all your fine work.
23-Jul-09 11:05 p.m. GMT: Bar Dimensions...

There's been some confusion on bar sizing. The original wrapper dimensions are correct for your designs. The actual energy bar is the dimensions noted in our last update. We were trying to communicate that the bar is a half inch thick, which means that there will be little side panels for some copy. Sorry if these threw you off track.
28-Jul-09 3 p.m. GMT: Just a few hours to go....

We want to again thank each of you for the many outstanding entries for this project. We will be making 4 awards... the big prize and 3 runner-up prizes... but there are literally dozens of award-winning designs in this competition, and it will be extremely difficult for us to make the picks. As I mentioned earlier, we won't be making the awards until August 6 when our OrchardBar team meets. Good luck!

Best Wishes,
The OrchardBar Team

Fruit & Nut Energy Snack Bar a package graphics project by libertyorchards

Creative brief

Brief updates

Fruit & Nut Energy Snack Bar
a package graphics project by libertyorchards