La Siembra Cooperative Design & Branding A JOYFUL FOOD REVOLUTION by DDB Vancouver

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Canada
Agency DDB Vancouver
Creative Director James Bateman
Copywriter Jeff Galbraith
Producer Courtney Smith
Illustrator Chris Haughton
Released October 2010

Credits & Description

Category: ii. Core FMCG
Date of First Appearance: Oct 1 2010
Creative Director: James Bateman (DDB Canada / Karacters Vancouver)
Copywriter: Jeff Galbraith (DDB Canada/ Vancouver)
Senior Art Director/Designer: Dan O'Leary (DDB Canada / Karacters Vancouver)
Account Manager: Megan McCord (DDB Canada / Karacters Vancouver)
Producer: Courtney Smith (DDB Canada/ Vancouver)
Illustrator: Chris Haughton
Digital Artist: Mark Finn (DDB Canada/ Vancouver)
Media placement: Chocolate Bar Packaging - Supermarket - October 1, 2010

Describe the brief from the client
Camino sell a range of premium Fair Trade organic chocolate bars.

Their pack design had become dated and was no longer reflective of the premium quality or price point. With an increasing number of Fair Trade and organic competitors entering the market, Camino wanted to tell their Fair Trade story in a unique way and have the pack appeal to an audience broader than Fair Trade, organic advocates. As a Canadian product, the pack also needed to feature French copy equally and include the Fair Trade and certified organic logos.

Describe the challenges and key objectives
Camino faces an increasing array of competition, some of which are brands owned by large conglomerates with deep marketing pockets. We knew success meant creating stand-out and differentiation on shelves. Research into the category found there were some established visual trends; the use of dark colours, especially browns and blacks, gold foil and imagery depicting Fair Trade producers. Our key objective was to tell their fair trade story in a unique and appealing way while differentiating visually from the competitors on shelf.

Describe how you arrived at the final design
The brand idea “a joyful food revolution” captures Camino’s belief that through the joy of eating great tasting food, people will be encouraged to think differently about food, where it came from, who made it and what’s in it.

Inspired by the brand’s name “Camino” (Spanish for ‘path’ or ‘way’), the illustrated map with its quirkily named streets of joy is reflective of the happy and prosperous communities Camino is committed to contributing to through its organic, Fair Trade and co-operative practices.
Different sections of the illustrated master ‘town’ map are used to signify the different flavours, each reproduced in a vibrant eye catching colour. A satin chrome foil is used to show off the brand and add a premium product feel.

Give some indication of how successful the outcome was in the market
The media have been inspired to write about and showcase the product, and brokers have observed positive momentum. Since the launch, visits to Camino’s site have increased, indicating customers are looking to find out more about the product and Camino’s Fair Trade practices. As Camino introduces new Fair Trade organic products to its line, new mainstream grocery chain listings can be attributed to the growing strength of the brand.