As part of our Junior Design Studio coursework, we are tasked with selecting a product with poor design from Stop and Shop, and revamping it to appeal to Whole Food shoppers.
While browsing through the aisles of Stop and Shop, I came across Clabber Girl baking powder. However, the product's design failed to clearly indicate that it was baking powder, leaving me initially uncertain of its purpose.
After selecting my product, I researched Whole Foods to gain inspiration and knowledge on their store and shelves, as well as the appearance of the packaged food they sell. This enabled me to redesign my product to better target my audience.
I sketched some initial concepts for the design, logo, and layout. However, I faced a problem when I realized that the design didn't match other Whole Food products' packaging. To differentiate my packaging from the competition, I considered eco-friendly and reusable options.
My brand aims to decrease waste by offering an eco-friendly solution to the common need for baking powder. Most baking powder containers contribute to environmental waste with their aluminum and plastic construction. However, our newly designed product uses recycled cardboard and is safely disposable, providing a guilt-free purchase option.
What sets us apart from other products is that our package is reusable. Customers can buy our product and return to their local Whole Foods store to refill it at the Bulk Bins station. After refilling and checking out, the cashier weighs the package and charges only for the amount refilled, making it cost-effective while promoting environmental sustainability.
To reach eco-friendly and environmentally conscious consumers at Whole Foods, we'll have a sign in a city area, social media ads, and table ads at coffee shops, Whole Foods, and local stores. These are the platforms where our target audience is most likely to be found.
