We are exposed to thousands of packaging designs every day as modern consumers.  From the wrappers on the candy by our favorite supermarket checkout stand to the hardshell plastic packaging that seems to have been designed specifically to keep the customer from getting to the product they purchased, each is a result of a packaging and brand designers use of their special powers.  Let’s step behind the scenes of an award-winning design firm, HBN Brand Design, headquartered in Chicago, Illinois and take a look at how they used their powers for good to redesign the Sun & Earth product packaging, an effort that won them the Package Design Magazine’s Annual Makeover Challenge.  According to Dwight Nelson, President of HBN Brand Design,

“Our goal was to give the Sun & Earth brand a memorable image and ownable design that reflects their brand values of natural, safe, gentle and effective.

Our first step in creating a new look was to review the competition. Although some of the larger brands do a good job of creating strong brand recognition through simple messaging, we felt that most of the existing brands in the marketplace are busy, clunky and industrial looking, rather than natural and safe feeling.

After reviewing the competition and pouring over Sun & Earth’s information, we saw the opportunity to not only reflect the brand essence, but to attract a broader audience to the Sun & Earth brand through a contemporary, consumer- friendly design. We also decided to create a design that would lift the quality perception of the Sun and Earth products.”

The full case study can be found by clicking here.