MERCHANT'S CRAFT TRAIL MIX | Packaging

Merchant’s Craft Trail Mix

Packaging

Industry

Food + Beverage

Deliverables

Market Research

Packaging

Illustration

Brand Strategy

Visual Identity

Copy Writing

Product Launch

Social Media

problem

URM wanted to offer a trail mix to their stores that felt local and could align with their Merchant’s Craft Soft Drink. The packaging needed to feature vibrant colors and reflect the spirit of the greater Northwest, as the product would be sold across the greater Northwest area. This packaging also celebrates buying local and supporting “Your Northwest” neighbors. Initially, we designed the packaging with a friendly Bigfoot character to embody the PNW vibe. However, we quickly realized the opportunity to tie in more elements of the Northwest by including characters inspired by animals found in the greater Northwest area.

Solution

We expanded our design approach by naming each trail mix flavor and creating unique characters. “Rocky Rainer,” named after the iconic Mount Rainier, features a playful sasquatch. “Big Sky Blend,” inspired by the vast skies of the Montana region, showcases a kind bear. “Cascade Cranberry,” highlighting the vibrant Cascade Range, depicts a cheerful blue jay. “San Juan Crunch,” drawing inspiration from the serene San Juan Islands, features a fun otter. Throughout the entire design process, we ensured that URM’s existing logo was prominently and effectively integrated into the packaging. We applied these character and mountain designs to two different bag sizes, ensuring each flavor had a distinct and appealing look while maintaining brand consistency.

Results

This approach resulted in a total of eight distinct packaging designs. Customers can find them in all URM stores, providing a visually engaging and regionally themed option in the snack aisle. If you happen to find yourself there, go ahead and snag a bag to check out our work!