LET ME TELL YOU ABOUT US:
We have acquired the license to manufacture DOLE Fruit Bars. Until 2006, Nestle held this license and were the leaders in the fruit bar category. In 2005, Nestle purchased Dreyer's/Edy's and decided to focus their selling efforts on their owned brands. Nestle cancelled their license and DOLE has been looking for a partner since. Nestle has succeeded in dominating the category with a brand (Dreyer's/Edy's) that has no fruit equity or recognition. They have been successful primarily because there is very little competition. The fruit bar segment is very popular in the novelty category.
Our challenge is to develop a package design using the DOLE trademark that creates high visibility and is representative of the brand. For DOLE, it is all about being healthy and good for you. Our products are all natural and avilable in fruit flavors. We are also launching a timely item with the additonal "superfoods" tag that DOLE has developed. This new item is likely to be the only offering of its kind; acai/blueberry fruit bar. We have generated some internal ideas (no laughing please) that include most of the package elements (done in a kindergarten style).
We will not have the high resolution image files from DOLE for 2 weeks but these designs are intended to be presented to the DOLE president and marketing team for approval and comments on September 23. having this group meet is a uique opportunity and reflects the importance of this launch for us. We need to get it right!
HERE IS WHAT WE NEED:
We would like package designs for at least 2 products. The first being a straight pack of our new acai/blueberry superfood fruit bar and the second being the variety (grape, raspberry, strawberry). We envision a similar theme for the varierty and subsequent flavors and configurations. We will do a regularly sweetened variety and an NSA (no sugar added). We will also, eventually, provide straight flavor packs for "regular flavors".
The special flavor pack for 2010 (acai/blueberry) will be a paddle bar (2.5-3.0 fl oz) and the variety pack will be a bullet mold (1.5-1.75 fl oz). You can see from our rough drafts the different looks.
These designs will be presented at our meeting on September 23 and any comments from DOLE will be addressed. From there, we will generate final designs, expanded flavor selections, and production artwork from die lines prepared by our carton manufacturing plants. For the products that are destined for the "out of home" channel, we will also need to develop a product wrap as they will be sold individually.
OUR TARGET AUDIENCE IS:
Consumers of these products truly cross all boundaries. DOLE was previoulsy the category leader and its our collective job to get them back there.
WE LIKE THESE DESIGNS:
Take a look at DOLE's website, you can get a feel for their "look". We do not have to follow any specific design criteria, just create a great looking package for this excellent product.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
DOLE logo very clear, stress healthy, product shot (picture or drawn???), fruit background, good visbility. THE BEST DESIGN IN THE FREEZER CASE!!!
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