Re-inventing a brand to increase trial & repeat purchases in the crowded snack aisle
The Jackson’s brand had consumer awareness partially due to Shark Tank, but needed new energy. We reviewed the brand’s history along with competitive learnings and rewrote the narrative for a larger audience. Translating the new brand story to a bolder brand identity and package design system, we celebrate the founding family’s story while lifting up the super ingredients and super flavor that differentiate the chips from the competition.
Shifting focus to the brand’s inspiration & joy, the brand name was simplified and a brandmark built so that it smiles at you from shelf. Then we developed a package design system inspired by the premium oils. The Jackson’s packaging design challenges convention in the loud salty snack aisle by leaning into quiet negative space, creating a bulls-eye. New product photography pairs with big illustrations, highlighting the oils as hero as they ride on flavor waves across package.
Overview
Client: Jackson’s
Delivered: Brand Strategy, Concepting, CPG Packaging Redesign, Package Design System, Line Extension, Brand Identity Redesign, Icon Design, Custom Illustration, Food Styling, Photography Direction, Print Management.
Flavor Favors the Bold
Next, as Jackson’s product line grew to include new flavors, we needed to evolve the core design system. We aimed to help more effectively communicate flavor differentiation to quick-moving consumers.
Knowing that the package architecture was what made Jackson’s so memorable, we kept the line extension close in. But we boldly changed the color on which brandmark rested. Along with the new flavor illustrations, the tertiary flavor color coding helped the SKUs to explode off the shelf. Now, they are easy to shop and tasty looking.
Jackson’s packaging design expands
Jackson’s growing portfolio of products are beloved by snackers everywhere. So, Seedhouse extended the core line look to the flavored sweet potato chips and beyond. Look for them in a grocery store near you.
