going back to the roots

Garden of Eatin’® was the first in the packaged food category to be both all natural and organic. When Smith Design was tasked with re-staging the line, we focused our efforts on reasserting the brand’s authentic positioning and heritage while looking to appeal to lapsed consumers who were gravitating towards newer brands in the aisle.

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GOE1

Evaluate

By evaluating perceptions and underlying need-states of the category, we gained insights into what was driving users to other brands. This was the impetus behind our strategy for brand identity and package design, to maximize opportunities for future growth.

Discover

A visual language was developed that reinforced a natural and authentic brand positioning. Matte substrate with vibrant colors communicated a premium experience while highly detailed photography revealed the multi-grain texture on every chip

Solve

Immediately after the brand's design change, there was +5% growth in base volume attributed largely to the new design. The brand gained relevance in the highly competitive natural and organic arena with it’s new positioning and shoppability was greatly improved.

a family look

Garden of Eatin was the first in the category to be both all natural and organic. When Smith Design was tasked with re-staging the line, we focused our efforts on reasserting the brand’s authentic positioning and heritage while looking to appeal to lapsed consumers who were gravitating towards newer brands in the aisle

goe-family

local flavor

A new line of Tortilla Chips, made exclusively from organic blue corn and sourced from farming partners in Tuscola County, Michigan, were a cultural fit with today’s conscientious consumer. Handcrafted flavor illustrations and a hand-lettered logo were developed along with a front-of-pack information panel that reinforced the non-GMO and ethically sourced credentials

GOE_Tuscola

cantina credibility

Smith Design created a look for Garden of Eatin’® Cantina Style Chips evocative of a farmers market. The craft brown paper bag and simple monotone colors talk to a small batch offering while the window shows the thin and crisp chips that are unique to Cantina style.

GOE_Cantina

other case studies