PACKAGING REDESIGN
chickapea
brief summary
During the rebranding of the Chickapea packaging, I aimed to broaden their target audience to increase their sales. One feature that distinguishes Chickapea from it’s competitors is its 23 grams of protein per serving. To highlight the protein content, I incorporated a macronutrient pie chart and triangular-shaped window. In doing this, I am attracting a different audience than this brand's usual consumers: those wanting to increase their protein intake without having to cut out pasta.
design challenge
Gluten-free pasta companies often get lumped together for having weird tastes and textures, so their only audience is consumers with dietary restrictions or preferences. When redesigning their packaging, I set out to change that. As someone eating a gluten-free diet, not by choice, I reach to Chickpea for the gluten-free aspect, but as a self-proclaimed fitness enthusiast, I love that a serving of Chickapea has 23 grams of protein. For me, it’s the best of both worlds! I wanted to find a way to market to this health-conscious consumer demographic.
my process
Through researching the current pasta market and comparing packaging across wheat-based and gluten-free pasta varieties, I observed that most wheat-based packaging featured sterile blue and white, with the gluten-free counterparts featuring either the same sterile blue and white or muddy “nature-based” colour palettes and no other company offered as much protein per serving as Chickapea’s pasta! The redesign introduces a more minimal palette with brighter variations of the original colours to bridge the gap between the sterile wheat-based products and the overly nature-based palettes to attract those interested in health and food tracking while retaining a familiar design to satisfy existing loyal consumers.