Our goal with Fair & Square’s packaging was to make their healthy snack as exciting and compelling as even most sugar-rich junk food alternatives. Our approach centered around building immersive, illustrated worlds in order to capture attention on shelf and invite consumers to pick the products up and spend more time discovering details about the brand. This meant being thoughtful about each and every detail with an ambitious strategy filled with moments of delight.
Each flavor is set within a unique, happy location including a beach, campground, residential neighborhood, and theme park complete with its own set of dozens of characters and countless details. Building off of this immersive experience, each illustrated scene wraps fully around every side of each box, inviting consumers to uncover countless charming moments while enjoying their snacks. Furthermore, all brand messaging is included within the context of illustrated signs that fit naturally and harmoniously in each scene.
As a brand with multiple flavors each with a differentiated illustration, we created a consistent hierarchy of information in order to bring cohesion across the line on shelf. In addition, we prioritized clarity of communication by paring back brand messaging to the essentials. The front of pack prominently displays flavor information and 3 nutritional callouts. The back of pack, includes a large billboard within each scene — a meta advertisement of sorts — that includes a poem to describe the brand’s story and mission.
Nearly every competing cracker brand includes images of its products and flavors on the front of pack. Instead, we included illustrated crackers throughout each pack, along with creative illustrations of the main flavors of cheddar, sea salt, honey, and cinnamon sugar. Finally, in addition to boxes, Fair & Square is also sold in individual bags. We isolated the most exciting scene from each box to apply to this smaller, yet perhaps even cuter format.
We invite you to take a moment and zoom in on the details of every package and hope doing so brings a smile to your face.