Denver Awards
Solely Packaging
Agency Fortnight Collective / Boulder + Solely Inc. / La Jolla + Hulswit Designs Photography / Los Angeles
Category
Packaging
Annual ID
DEN24_DE004S
Solely came to us with the challenge to develop compelling brand communication through improved packaging design to drive trial and appeal. We developed all-new brand positioning and design based on the insight that Solely products truly are nothing but the fruit.
We needed to establish Solely as a distinct, revolutionary driving force in the food industry, that’s forging a new era of truly clean, affordable, accessible, and convenient food. Our mission was to drive brand salience and mass consumer adoption through the crystallization of a strategic brand positioning, visual identity, voice and tone, and the No. 1 impression driver—packaging.
Solely is a brand that was hiding its most important brand attribute—it’s 100% fruit! In the product category of dried fruits, no other brand could come close to the integrity of Solely’s pure, organic all-fruit ingredients. The goal of our brand positioning and package design was to make this very important difference clear. The new brand tagline “Nothing but the fruit” spoke to brand transparency and told the story of only including 100% fruit in the products, while the package was redesigned to make the fruit the hero. Bold fruit photography is now featured on every pack and the brand color palette was updated to enhance the brightness of those flavors.
We needed to establish Solely as a distinct, revolutionary driving force in the food industry, that’s forging a new era of truly clean, affordable, accessible, and convenient food. Our mission was to drive brand salience and mass consumer adoption through the crystallization of a strategic brand positioning, visual identity, voice and tone, and the No. 1 impression driver—packaging.
Solely is a brand that was hiding its most important brand attribute—it’s 100% fruit! In the product category of dried fruits, no other brand could come close to the integrity of Solely’s pure, organic all-fruit ingredients. The goal of our brand positioning and package design was to make this very important difference clear. The new brand tagline “Nothing but the fruit” spoke to brand transparency and told the story of only including 100% fruit in the products, while the package was redesigned to make the fruit the hero. Bold fruit photography is now featured on every pack and the brand color palette was updated to enhance the brightness of those flavors.
2024 Awards
Total Points: 7
Silver Winner
Credits
Agency
Fortnight Collective / Boulder
Client / Brand
Solely Inc. / La Jolla
Post Production Company
Hulswit Designs Photography / Los Angeles
Art Director
Anna Delaney
Photographer
Aline Ponce
Mike Hulswit
Strategy Director
Brian O'Connell
Creative Director / Head of Design
Matt Kubis
Brand Director
Marci Andress
Chief Executive Officer
Simón Sacal
Chief Revenue Officer & Executive Vice President, Sales and Marketing
Michel Algazi
Creative Director / Copy
Mona Hasan
Creative Services
Lyon Management / Minneapolis
Founder & CEO
Andy Nathan
Nicole Lyon
Head of Marketing
Manish Amin
Retouching
Casey Kerrick
Senior Brand Manager
Lauren Kotz
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