Seaweed is an easy snack with all kinds of good stuff in it, like antioxidants, flavanoids, carotenoids, and a ton of Vitamin K. Let’s be real though: a lot of it just doesn’t look very interesting!
Avidity Creative breaks the mold with their colorful, fun packaging design for GEEM’s seaweed snacks, which come in salty, spicy, and even sweet. There’s a wavy look to the pouches, from the illustrated detail of the seaweed itself to the typography of its health information and funky, chunky wordmark. Each flavor comes in a different, easy to recognize color, and the system’s eye-catching photography from Chava Oropesa really lets that neon palette shine.
GEEM is a startup seaweed snack brand. The name originates from the Korean word “gim” which refers to a group of edible dried seaweed plants. The brand aims to appeal to the younger generation that seeks something different and is more focused on brand transparency.
This type of snack is uncommon to the typical American diet. So although we were targeting a similar demographic as most new snack brands, we knew we had to do something a little different.
We approached the packaging with a strategy of being vibrant and fun but we also didn’t want to look like every other startup snack brand on the shelf. So the unique typography and illustration style and crab character allows the brand to be different.
Even though seaweed snacks are naturally healthier than sweet snacks our target customer is not interested strictly in eating something healthy and healthy snacks are often associated with a lack of flavor and sense of fulfillment.
The things that our audience does care about are transparency and environmental impact. So that directed our choice for callouts on the front of the package.
Ultimately, the super vibrant color of the package and the fun graphics on the front made this an instant hit with retailers and customers alike.
Credits:
Photography: Chava Oropesa
