What do you do?
We are a start-up that aims to bring a radical new approach to fighting chronic malnutrition in sub-Saharan Africa. Our partners have designed a powerful ready-to-eat food product (GoGo Nutripaste) based on a formulation used to treat children suffering from acute starvation. Our re-formulated and keenly priced sachets provide children and/or adults with 100% of their daily requirement of micro nutrients while also providing a generous portion of healthy protein and slow release carbohydrates for energy and development. By making this formulation available through commercial channels we will finally be able to reach a majority of chronically malnourished. We will sell our products at a mass-affordable price point, with a popular branded positioning, and so will forever change the way in which this hidden hunger is fought.
How many sides of the package require graphics design?
Tube shaped sachet / needs design on both sides
List the size requirement(s) for your package graphics design
The paste will be packed in a tube shaped sachet of 20 grams with an easy-tear open at the top to allow consumption straight from the sachet. The sachets will be sold in strips of 10 units (see example picture). I don't have the final line drawings yet as we have yet to decide on the final equipment. But I have attached a picture of example sachets from Peak Evaporated Milk for approximate dimension reference.
What is your industry?
Food and Beverage
Describe the target audience for your package graphics
The target countries are in sub-Saharan Africa with priority for Malawi, Nigeria, Angola and Congo. Our primary target shoppers are mothers with young children up to age 5. However we also seek to expand beyond that into ages 5 to 15. A second phase would focus on positioning the products for consumption by adults who seek their daily dose of 'good energy' (our product is ver low G.I) and nutrients.
What 3 things would you like to communicate to your audience through your package graphics design?
1. Nutritional benefits: powerful, 100% RDA vitamins and minerals intake, great source of protein
2. Energy: dense calories and slow energy release ingredients
3. Great taste: different fruit flavours like milk, banana, apple, berries
Style and Concept
What package graphics design styles do you like?
FMCG brands in Africa have their own particular styles and designs. For inspiration please visit some websites like www.promasidor.com or search for images of Peak milk or Kerrygold milk powder for example. Literacy and especially advertisement literacy among our target groups is low.
What colors do you want to see in your package graphics design?
The brand needs one single strong block colour that stands out among a plethora of milk powder, soap powder and other sachets sold in small retail stalls across our target territories. Examples of brands that have used successfully a block colour are Nido milk (yellow), Cowbell milk (blue), Kerrygold milk (light green). Our brand will need to differentiate from these three brands in particular.
What colors do you NOT want to see in your package graphics design?
No limits .. but remember its a food product ...
What adjectives should best describe your package graphics design?
The product is Powerful, Nutritious, Delicious, Healthy, Convenient.
Other relevant adjectives are Careing, Smart, Essential
What content must be included in the package graphics design?
Flavours: milk, banana, apple, berries
Benefits: 100% vitamins and minerals / rich in protein / source of energy
Space for inkjet production / expiry dates and batch code
Product and brand narrative ....
Narrative: GoGo Nutripaste is an essential source of 100% of your daily vitamin and mineral requirements, packed in one single convenient sachet. A rich source of delicious milk and vegetable protein, GoGo is filled with natural ingredients to provide powerful energy to body and brain.
Do you have additional info or links you'd like to share?
Aside from the logo and pack design for our brand name GoGo (or gOgO with our without capitals) which will be used on a tube-shaped sachet of 20 grs, the logo will also need to feature on outer cartons and billboards. The brand will possibly have sub brands such as gOgO kids, or GoGo Active, or GoGo energy, or functional descriptors such as GoGo apple, GoGo banana, etc. I due course we will also need website and ATL/POS collateral ... these initial designs are to include in the final investor presentations and do not have the be the finished article ... but when we get going the winning design will come with us on our journey so go for it !!
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