Behind the Design: Naturally Smart

Mom's Best Natural Cereal PackagingWhen cereal-makers Mom’s Best Naturals wanted to grow their retail store presence, they turned to HartungKemp to update their branding and packaging design so they could move beyond their “value-priced” reputation in the natural foods aisle.

HK designed boxes that feature beautiful landscape illustrations, rather than photographs of bowls or smiling breakfast eaters that are typical for the category. “HK created boxes that work as a brand billboard and establish the equity lacking in existing Mom’s Best Naturals boxes,” explains firm principal Mary Kemp. “The boxes are also designed to appeal to shoppers in mass retail and co-ops alike, to help the client expand its retail footprint.”Mom's Best Natural Cereal Packaging Design

The firm also developed environmentally responsible packaging that uses 100% recycled fiber and vegetable-based inks. “Retailers embraced the new look based on how well it stood out on the shelf and how it resonated with consumers,” Kemp explains. “The smart new design won Mom’s Best Naturals expanded shelf space nationwide—including, for the first time, Target stores.”

Project Mom’s Best Naturals Rebranding and Package Redesign Firm HartungKemp, Minneapolis; www.hartungkemp.com Client Mom’s Best Naturals Timeline Eight months Creative team Stefan Hartung, creative director; Nick Zdon, senior designer/illustrator; Carisa Flaherty, Danielle Tornquist, designers/illustrators; Nicole Summers, junior designer/illustrator; Brian Beatty, senior copywriter


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