Move Foods Smoothie Blends, a New Zealand-based brand, focuses on creating healthy meals using high-quality food ingredients. The blends are made from freshly procured fruits, nuts, and superfood ingredients.
The idea behind the packaging was to highlight the primary ingredients used to create these blends, along with focusing on the health benefits.
“It was important to create a brand and packaging design which represented the core ingredients, made health benefits clear, and would capture the attention of Millennial and Generation Z consumers. The design would also need to depict the brands fresh, clean, vibrant, playful and energetic personality in a fun and modern way, and be linked in some way to movement and exercise, which is core to the Move Foods brand philosophy – ten percent of their profits goes back to educating, inspiring and supporting communities to live healthier, more active lives, from the inside out.”
Ann Davenport, an Auckland-based creative designer with over two decades of experience, designed the packaging for the smoothie makers. In addition to developing a modern logo, Ann created energetic and fun packaging designed to attract Millennials and Gen Z.
“With this in mind a bold, dynamic and contemporary logotype was developed and paired with colorful abstract fruit illustrations, alongside graphic blobs of smoothie goodness. These combine to create a super fun and energetic brand language for Move Foods that exudes energy and movement in a fresh and modern way, and stands out from the crowd in the breakfast aisle. Brand assets also work powerfully in other brand communications including in-store point of sale, website and online advertising.”