Natural-foods darling brings flavor—and its founder—to the forefront with winning redesign.
Brand: Purely Elizabeth
Manufacturer: Purely Elizabeth
Agency: Ptarmak
The following is an excerpt from an article that appeared on designalytics.com.
As a certified holistic nutrition counselor, Elizabeth Stein understood the value of high-quality, nutritious foods in leading an active, vibrant life. As a discerning eater, she also wanted to actually enjoy what she ate. Unfortunately, there was a lack of appealing options on grocery store shelves to meet those twin needs—and Stein saw an opportunity. “I set out to create products that didn't have a trade-off between nutritious ingredients and culinary taste,” she said.
Stein launched Purely Elizabeth in 2009, and the company quickly built a loyal fan base in natural-food channels, before broadening its distribution into stores like Target and Kroger. By 2022, the brand was wildly popular, but the packaging hadn’t been revisited in five years. It became increasingly apparent that a refresh was needed. “Our goal was to give our packaging and branding a refresh while maintaining the core elements our consumers know and love,” said Caroline Caligari, creative director at Purely Elizabeth. So Purely Elizabeth reached out to Ptarmak, an Austin-based branding and design firm, to help create its next generation of packaging.
The creative brief outlined some clear goals for the redesign. First order of business: improve standout at the shelf. “In those major retail stores, there were a number of established and legacy brands,” Caligari said. “As we continued to expand distribution, it was important that our packaging broke through on the shelf with a unique and memorable design. Plus, we needed to help consumers navigate our portfolio.”
The brand also wanted to elevate its taste appeal and create a clear hierarchy of communication, while also telling the story of its founder. There was plenty to say, but it was equally important to ensure the amount of information wasn’t overwhelming for consumers. “There was a lot on our packaging before, and we were trying to say too much. With the new design, we knew we needed to speak to the product’s value, while bringing Elizabeth, the CEO and the face of the brand, to life,” Caligari noted.
Working with a rising brand and inspirational leader like Stein energized the team, according to Erica Albers, account manager at Ptarmak. “We had so much excitement and heart for this project, particularly after our strategic kickoff meeting with the brand,” she recalled. “So for our first presentation in Austin, we actually showed up with physical mockups of the concepts we had developed, just so Elizabeth and her team could get a feeling for what these packages could look like in real life.”
Continue reading the whole article on designalytics.com: Purely Elizabeth’s Tasty New Look is Helping It Scoop Up Sales Gains
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