Off the Eaten Path Te Pūhera Kai Paramanawa by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2020 A' Design Award Koura in Hoahoa Takai Competition Category.
KouraTakai· 2020
Off the Eaten Path Te Pūhera Kai Paramanawa
by PepsiCo Design and Innovation
Client: PepsiCo Design and Innovation
A' Design Award Koura Winner in Takai Category
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- Verified Award Winner
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The Design
About Off the Eaten Path Te Pūhera Kai Paramanawa
Ko Off the Eaten Path he hoahoa pūhera mō tētahi whānui o ngā kai paramanawa kounga ikeike i ahu mai i te tipu. Ka whakakotahi ngā kai paramanawa nei i ngā huawhenua pono pēnei i te tīhīpi, te pīni pango me te pī ki ngā ranunga ohorere. Mā te pūhera e whakawhiwhi ki te waitohu tētahi tuakiri ataata kotahi puta noa i ngā whakamahinga katoa. Ko te whāinga o te hoahoa he āwhina i te waitohu kia tū motuhake i roto i te kāwai kai paramanawa pai ake mōu kua kikī. I whai wāhi tētahi rōpū iti o ngā kaihoko ki te tukanga whakawhanake, ā, i homai i ā rātou whakahoki kōrero i ia wāhanga. Nā ngā whakaaro o ngā kaihoko i ārahi ngā whakatau hoahoa, ā, i tautoko hoki i tētahi wheako waitohu rite tonu.
The Recognition
About the A' Design Award Koura
Ko Off the Eaten Path Te Pūhera Kai Paramanawa te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Off the Eaten Path Te Pūhera Kai Paramanawa he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Off the Eaten Path Te Pūhera Kai Paramanawa i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Off The Eaten Path is a brand of premium plant based snacks with unexpected blends of real vegetables like chickpeas, black beans and peas. As the brand grew, it needed a united Visual Identity to establish Off The Eaten Path as the brand of choice among its target consumer group and to break through the crowded Better For You snack category.
- Inspiration
- Aspirational and highly magnetic, this specific consumer group has an insatiable appetite for new and authentic experiences and a deep seated curiosity that drives all they do. A small group of these consumers gave real time feedback through the stages of brand development, involving them directly in the creative process. By making the consumer central to every decision, the Off The Eaten Path team was able to create a more authentic experience across every application.
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