In 2007, Divinely D’lish, a local company devoted to producing hand-made granola, found itself with a successful product line in need of a new name, identity and packaging.
Wanting to remain true to the founder's unique history, we developed a name by scouring her personal journal entries (she had a collection of rabbits hopping around outside of her kitchen when she was growing up in rural Texas). Utilizing simple, two-color graphics with an iconic punch, the new packaging system is a commercial success, allowing her delicious products to expand its retail avenues to Dean & Deluca, Whole Foods Market and countless gourmet stores across the United States.
The bold color coding and typographic system denote specific flavors as well as as well as each product's unique health benefits.
Point of purchase visibility has been one of the keys to the brand’s quick growth. These brightly colored caddies feature the die-cut rabbit emblem, creating a fun register-side display at retailers like Peet’s Coffee & Whole Foods Market. The master-shippers feature bold super graphics that stand out on even the most crowded grocery store floor.
On the previous packaging, the clear plastic overlayed with swirling patterns made it difficult to see the product. The complicated typography and muddy color palette, along with all of the competing logos clouded the founder’s message of wholesomness and simplicity. For the redesign we attempted to resolve these issues with clean bold graphics and colors, allowing the product to be front and center.