US – Faced with the daunting task of creating beautiful packaging design for a insect product range of bird food, one design agency decided to focus on the beauty of the birds.
"In rebranding the Pacific Bird wild bird food and treats line, our biggest challenge was getting past the “icky” perception of the product – which was essentially bugs,” the agency explained.
The Kitchen Collaborative decided to focus on the ultimate customers for which the product range was intended for in the end – the birds! Hence, the packaging’s design theme is based on beautiful illustrations of birds.
“Our solution balanced the beauty of birds and nature with bold, honest representations of the dried worms, crickets, and caterpillars inside the cans,” said the agency. “Stylized branches with matching birds told the story of beauty and created a color system for fast recognition on the shelf. “
The agency also used clean, bold typography that was playfully woven with real photography of bugs for visual wit.
By using clever copy points such as “100% Nutritious. Delicious. Bugs.™”, the agency also succeeded in supporting the design for a tongue-in-cheek sense of humor, helping the product range stand out.