Hughes Design Group is proud to announce it has won THREE American Graphic Design Awards from GDUSA Magazine for its work on Wholesome!, Caribou Ready-to-Drink Iced Coffee, and Watusee Foods’ Chickpeatos.
For more than 50 years, Graphic Design USA (GDUSA) has been a business-to-business information source for graphic design professionals covering news, people, projects, trends, technology, products and services. Every year, GDUSA hosts the American Graphic Design Awards, recognizing excellence in graphic design across all creative platforms including, but not limited to, Advertising, Branding and Identity Programs, Internet Design (web), Books, Television and Video Design, and Packaging.
A Sweet Surprise in the Baking Aisle
Wholesome!, the North American leader in organic and fair trade sugars and sweeteners, were looking for a brand redesign that offered an ownable brand positioning, identity and packaging to build the strength of the brand. Hughes proposed the brand consider changing its name from “Wholesome Sweeteners” to “Wholesome!” to more clearly communicate the clean, organic products to consumers. A playful deep purple script was chosen for the identity to reflect the new joyful, happy and heartfelt positioning. Hughes enhanced the Wholesome! color palette with fresh, contemporary colors to bring energy and life into the packaging. A patterned background of icons across the entire product line built consistency at shelf and added a discovery aspect for the consumer. The new brand architecture allows the brand to line-extend in several new categories.
Caribou Coffee, the second largest specialty coffee and espresso retailer in the United States, were looking to create a Ready-to-Drink coffee for food, drug and mass merchandisers. In a strategic partnership with America’s Dairy Leader, Dean Foods, Caribou Coffee made a licensing agreement, combining the Caribou equity and coffee expertise with the high quality dairy expertise of Dean. Utilizing the Caribou Coffee brandmark and playful brand personality, Hughes created engaging, taste driven packaging that attracts the on-the-go consumer. Professional photography worked to establish delicious flavor profiles, brand block on shelf and quickly and clearly telegraph the product inside.
Better-For-You Snacking Meets Great Tasting
After two fitness enthusiasts – one a physician, the other a sustainable engineer, became frustrated with the lack of tasty and healthy snack foods, they discovered the power of the chickpea and founded 2Armadillos. Ready to expand with a national rollout strategy, 2Armadillos turned to Hughes for a strategic rebranding. Finding the 2Armadillos branding wasn’t telegraphing health or aligning with the flavor profile of the products, Hughes recommended a new name – Watusee Foods, a play on the phrase “What You See.” The new name embodied the health and taste focused brand positioning and the limited ingredient products. To build a memorable product line that clearly communicated the snack-ability of the crispy chickpeas, Hughes developed a catchy new trademarked moniker, ChickPeaTos. Each package utilizes bold product photography and colors to heighten taste appeal. Bursting chickpeas add life and energy to the design. Applying the new brand architecture, Watusee Foods are releasing a line of Chickpea Crumbs for those wanting a crispy, healthy alternative to breadcrumbs.
Design is a collaborative effort and we must give a huge CONGRATULATIONS to our client partners at Wholesome!, Dean Foods and Caribou Coffee, and Watusee Foods. We are honored to be a part of your teams and are thrilled to share these awards with you!