Current Brand

Concerning Annie's current packaging campaign, all of the packaging is lit up with bright, fun colors ranging from purple to tie-dye to draw in both parents and young children. Annie still lives and works at her farm producing, and overseeing organic foods as a healthy alternative for moms to pick for their kids in a crowded market.

The current mission of Annie's Homegrown is as follows:

With the emphasis of healthy choices supported by parents, children can start adopting this conscious eating habits that benefits them and our planet. They learn to associate the recycling logo with sustainability, and are taught that organic foods are good foods free of artificial substances (colors and flavors) that have become a staple in the food industry.

New Audience, New Approach

Although Annie keeps her customers, it is a given that when children grow up they will not always keep the habits taught to them by their parents. This holds especially true when it comes to junk food because of the cheap price, a major concern of why I chose to shift my target audience to college students.

For example, college students out shopping for themselves or with their roommates will occasionally keep their health in mind when looking at prices. The feeling of making mature choices and independently buying for their own kitchen as a young adult is fulfilling, if not for the fact that they now have to pay to play taste test with different food brands.

Repackaging Annie's Homegrown to appeal to an older audience would ensure no money wasted on guesswork to find a healthy brand line of food. Recognizing Annie's Homegrown on the shelves would bring back memories of honest food from their childhood, and furthermore positively reinforce their healthy choices and eating habits.

Redrew minor adjustments and lessened the kid friendly roundness.