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Umbrella brand for Tyson Foods

Client

The food company has developed a cashew-based drink for vegans and anyone who appreciates natural, healthy and quality products. This drink is presented in 7 taste directions.

Goal

Due to the development of a new product, the company turned to CMCG for developing an umbrella brand for their product line. Also, it was necessary to develop a logo and packaging for all 7 flavors of the drink. This brand must meet international standards as the company enters the global market.

Solution

We analyzed the information and developed the CasheWell brand. CasheWell is a cashew-based drink for vegans and anyone who appreciates a healthy lifestyle.

 

The brand name is a combination of the words “cashew” – cashew and “wellness” – recovery. We created the brand logo to be concise, simple, emphasizing the vegetable origin of the product. The simple, rounded typeface and bright white color are easy to read from a distance and leave the designer with plenty of room to use different colors in subsequent packaging. Which is very important if the product line is wide. We suggested using a logo in a rounded plate for the packaging design, reminiscent of a pattern of a cashew nut leaf.

 

The main message of the brand: healthy alternative to regular milk. On one hand, we necessarily emphasized the proximity to milk, and on another hand, we demonstrated the unique properties of the new product.


The shape of the drink packaging comes from milk, we also added milk motifs to the design in the form of characteristic splashes of milk at the bottom of the front side of the box.

 

Designers highlighted the image of cashew nuts in the center of the packaging (as the main component of the product) against a gradient background of various shades of pastel, depending on the flavor of the drink.


The product line consists of 7 flavors (original nutty, vanilla, chocolate, strawberry, etc.). In the upper part of the box in a die there is a corresponding contrasting inscription with a flavoring variety of the product. The same information is duplicated in the illustration in milky waves.


Important advantages of the product are the absence of lactose, gluten, soy additives and sugar in it. This information is placed at the bottom of the box in a block with contrasting text.

 

This brand turned out to be universal, attractive, ready to enter the international market. If the product line increases, then adaptation to new products will be easy.

  • DATE
    2021
  • Client
    Tyson Foods
brown background CasheWell package design CasheWell umbrella brand CasheWell advertising CasheWell visuals CasheWell brand strategy