Jodie Young on behalf of Equator Design
Hi I’m SKINNY Packaging Re-Brand
G.H. Cretors
Hi I’m SKINNY Packaging Re-Brand
Hi I’m SKINNY Packaging Re-Brand
The Hi I’m SKINNY line of snacks, owned by G.H. Cretors, offers a healthier snacking alternative to potato chips. The all-natural line is low in fat, made with whole grains, GMO-free and contains no refined sugars. Varieties include Sea Salt, Cheddar, Sweet Onion, Tangy BBQ, Veggie Tortilla and Sweet Potato.
Equator developed a new name and packaging that speaks directly to the customer, with funky styling and voice all its own – perfect for a product so good it speaks for itself. The result is a branded line with endless extension potential.
2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you?The product is all-natural and offers superior quality, but the previous packaging had a cartoon-style logo, giving the impression the product is low quality and not to be taken seriously. In addition, the child-like illustrations and neon colors gave the impression the product is full of artificial colors and flavor – the exact opposite of the product itself! Equator set out to re-design the SKINNY brand into a credible national brand. 3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief?Equator created Hi I’m SKINNY, an iconic brand with a big personality. The re-branded packaging contains graphics with great stand-out, uniquely styled illustrations and imagery with appetite appeal. Strong typography grabs the consumer’s attention, while natural colors reinforce the all-natural product’s benefits. The packaging is fun and the strong call-outs “shout” to the consumer, “Look at me!” 4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable)The Cretors company is unique in that its history spans more than 125 years. The company has been family owned since 1885 when Charles Cretor invented the first popcorn wagon. Cretors is so much more than a brand or a company; it is a way of life for the family.
Equator set out to identify the SKINNY brand’s target audience – Women who are taste-driven, but want to make better food choice and who are brand-aware. Equator evaluated the competition to ensure the Hi I’m SKINNY packaging is unique, creating an iconic brand with a BIG personality and viral potential.
The project was a success, in part, because the enthusiasm for the design process wasn’t only on the agency side, but the client expressed interest and enthusiasm for the entire re-brand. This dual-sided excitement made the project fun for the entire Equator team.
5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.)In a market where consumers are trying to make better food choices, Hi I’m SKINNY offers a tasty and healthy snacking alternative with a winning personality. The grain-based snacks are packed full of whole grains, have up to 40% less fat than potato chips and contain no GMO’s– making them the perfect snack for the health-conscious consumer (www.hiimskinny.com).
Very good repack, strong voice and personality.