Packaging | studioellis

Laura Ellis Graphic Design

Packaging Design and Production

Staying ahead of trends is key in keeping brands relevant.The original AtlantaFresh Greek Yogurt packaging required a refresh in 2015 due to new FDA nutrition panels. A balance was struck between retaining the fledgling brand's identifying features and the new requirements. The brand's smiling cow and signature light blue, dark blue, red color coding was unique since 2008. Not used by any other brand at the time, we retained these key features while adding new messaging. The fresh red and blue color system served the brand well for 10 years.

The only milk on the shelf with a rainbow of bright solid coverage colors and a cow's head front and center, AtlantaFresh grass-fed milk was designed in 2015, then introduced nationally in every Whole Foods in the country. Using the existing brand standards, the color coding via milk fat level was a logical extension of the yogurt packaging. The same logo and type setup as had been used since 2008. Required grassfed and NonGMO seals were added and a hand hewn look to the type grew out of the different sizes of characters as each product name was displayed.

By keeping a tight visual sytem intact, the brand was more recognizable across different product lines.The frozen yogurt packaging that AtlantaFresh commissioned organically developed from its refrigerated yogurt "cigar band" labels.The combination of vivid photographic images and bright blues made this the brightest package in the freezer yogurt section.
The graphics on this product line connected with the fresh salad dressing line, also available in Whole Foods Market produce area.

The original package design of AtlantaFresh used a style that connected with its small batch handmade roots. The label was hand applied and even rubber stamped with the date the batch was made. Therefore much research went into substrates, coatings inks and adhesives to insure the unprecedented yogurt label would hold up in cold and wet conditions. Although the diecut "cigar band" signature shape was far more expensive than a flexo printed plastic carton, the client agreed that for such an expensive premium product, an appropriate presentation was needed.