The Instagram model is very different from past models, but it opens up creative possibilities. The accompanying social media shareline or testimonial from a consumer does some of the heavy lifting regarding the product description and differentiating attributes. In this context, the ingredients become the star, and our over-arching goal is to give these all-organic cups of goodness emotional appeal.
Celery approached the Sub-Zero Superfoods packaging as word art. We used the language to draw the viewer in with whimsical watercolor typography. Working from the diverse ingredient list — acai, goji berries, chia seeds, spirulina, ginger, and matcha — Celery’s designers built colorful artwork that broadcast the vibrant personality of each recipe. The fruit-forward visuals bring the experience to life in an explosion of happy, playful feelings.
Project Juice co-founder Marra St. Clair sees the results on Instagram every day: “The design gets people excited to take photos and post every time they get a new delivery or discover a new flavor they love. That’s hugely important for helping us spread the word.”