Hopapops ጥዑይ መክሰስ መግቢ by Angela Spindler

Hopapops ጥዑይ መክሰስ መግቢ by Angela Spindler is a highly esteemed winner of the very prestigious 2020 ናይ ሓጺን ሽልማት A' Design Award in ንድፊ ማዕሸጊ Competition Category.

ሓጺንማዕሸጊ· 2020

Hopapops ጥዑይ መክሰስ መግቢ

by Angela Spindler

Client: Depot Creative

ናይ ሓጺን ሽልማት A' Design Award Winner in ማዕሸጊ Category

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Colors

The Design

About Hopapops ጥዑይ መክሰስ መግቢ

ዕማማት ፕሮጀክት፡ ስም መሃብ፣ ምፍጣር ብራንድን ዲዛይን ፓኬጂንግን ንፈነዳ ዘራእቲ ሎተስ፣ ንተጠቀምቲ ኣሜሪካ ዝዓለመ። እቲ ብድሆ ብዛዕባ እቲ ቀንዲ ቁሱል ኣካል - ዘራእቲ ሎተስ - ብግቡእ ዘይሰምዑ ዕዳጋ ከመይ ገይሩ ንምሕዛዝ እዩ ነይሩ። እቲ መፍትሒ፣ ኣብ ስእላዊ ምስታፍ መደርደሪ፣ ቀሊል ደረጃዊ ስርዓት ሓበሬታን ጐሊሑ ዝረአ ምስላዊ ኣቀራርባ ቁሱላት ኣካላትን ምትኳር እዩ። እቲ ስእሊ፣ ንኣቐዲምን ድሕሪትን ናይቲ ፓኬጂንግ ዝሽፍን፣ ነቲ ፍርያትን ዓይነታት ጣዕሙን ብድምቀት የቕርብ። እቲ ዘይተራጋገጸ ባህሪ ናይቲ Hopapops ናይ ብራንድ ምልክት ታይፖግራፊ፣ ንፓኬጃት ሕያዋይ ምንቅልቃል ይውስኾም፣ እዚ ድማ ንቲ ንብራንድ ዝተፈጥረ መዘናግዒ ቅዲ ርክብ የዋሃሃዶ።

The Recognition

About the ናይ ሓጺን ሽልማት A' Design Award

Hopapops ጥዑይ መክሰስ መግቢ ናይ ሓጺን ሽልማት A' Design Award ዝዓወተ እዩ፣ ካብ ጽቡቕ ዝተዳለዉ ፍጥረታት ዝጽበዩ ሞያውን ኢንዱስትሪኣውን ጠለባት ንዝመላኡ ጽቡቓት ዲዛይናት ዝወሃብ ክቡር ኣፍልጦ። ዘዓወቱ ሓጺን ዓቢ ክእለት፣ ልዑል ፍሉይነት፣ ክኢላዊ ርድኢትን ፈጠራዊ ዓቕምን ፈጣርዮም የርእዩ። Hopapops ጥዑይ መክሰስ መግቢ ብብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን፣ ተግባራውን ሓድሽን ፍጥረት ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ሓጺን ሽልማት A' Design Award ንዝበለጹ ልምድታት ኢንዱስትሪ የጣምር፣ ምስ ፍልጠትን ተውህቦን ዝተኣሳሰሩ ብቑዓት ቴክኒካውያን ባህርያት ድማ ኣለዎ። Hopapops ጥዑይ መክሰስ መግቢ ብጥንቃቐኡ ይኽበር፣ ንዓለም ዝሓሸ ቦታ ክትኸውን ዝሕግዙ ምምሕያሻት መዓርግ ህይወት ንምቕራብ ድማ ዝተዳለወ እዩ።

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The founders of this snack startup asked us to name, brand and package their version of popped water lily seeds, targeted at US consumers.

The main challenge was how to grab a market that likely hasn’t even heard of eating the main ingredient, water lily seeds, at all? First up, we chose to focus on shelf shout, simple information hierarchy and strong ingredient visuals.
Dimensions & Packaging: Flow wrap packaging, digitally printed in US. Two pack sizes 1oz and 2.3 oz, printed CMYK. Offset versions printed CMYK, plus matt/spot UV Varnish. Material size 11 inches x 8 inches and 15 inches x 11 inches. 10 SKU's in total.
Tags: Superfood, Healthy Snack Packaging, Packaging, Pouch Packaging, Superfood Snack Food Packaging, Branding and Packaging, Logo Design, Illustration
Production Technology: Pouches produced digitally for initial short production run. Thereafter gravure. CMYK, plus x2 spot colours per pouch with Spot UV gloss
Design Challenge: The timeline! We had to research, name and develop the brand / packaging and all the assets in 4 months ready for the product launch at a major US Trade Show.
Research: This product was relatively unknown so we decided to cover the entire pack with the product. We wanted consumers to understand the product's texture, shape and size immediately. We knew the target audience wanted flavour experiences and wanted to communicate seasoning rather than strong flavours hence the pieces of fruit/vegetable just poking through the puffed seeds.
We developed a fun tone of voice for the brand while singing its health credentials.
Inspiration: The focal point of the packaging is the coloured circle in the middle, which houses the brand mark and all need-to-know info. The uneven nature of the typography lends a cheeky bounce, which complements the Hopapops brand name and fun tone of voice we created. The illustration, which makes up the main part of the packaging, drives home the flavour variant.

A nutritionally dense product, gave reason to fill the entire face of the pack with product, and is a nod to how filling it is.
Project Duration: The projected commenced in March 2019, finished in September 2019. All work was generated in Sydney for a launch in the USA.
Operation Flow: This is a snack brand, the 1.oz version is designed for one while the 2.3 oz is designed as a family or share pack.
Team Members: Angela Spindler - Creative Director/Designer
Anneke Decker - Finished Artist/Retoucher
Anna Makarova - Illustrator
Image Credits: Illustrator: Anna Makarova