Designer: Kendra Wagner
Project Type: Student Project
School: University of Wisconsin - Stout
Course: Graphic Design
Tutor: Nagesh Shinde
Location: Menomonie, Wisconsin, United States
Packaging Contents: Nut Butter
Packaging Substrate / Materials: Glass, Iron on paper
Printing Process: Ink Jet Printing
East Wind Nut Butters is owned and operated by members of East Wind Community. One of the oldest intentional communities in America. There are over 65 people living together cooperatively on 1045 acres of land in the lovely Ozark hills of rural southern Missouri. They practice income sharing, egalitarianism, nonviolence and living an ecological lifestyle. And, the community makes some of the best nut butters around. They’ve had over 30 years to perfect their technique. Their nut butters are higher in protein then normal nut butters, and they are all natural and made in small batches by the East Wind Community.
With this rebrand, I wanted East Wind's values to be the main focus of the product. Focusing on the community aspect and making this tasty snack feel natural and wholesome.
Also, this product is upside-down! This solving the problem of oil separation that occurs in natural nut butters. With the product being upside-down, it is easier to stir the nut butter and oil together when separated. On the lids of each nut butter jar, it explains why the product is upside down and its benefit to the user. This making the product stand out on the shelf and adding an interactive component for the user.
Something unique about the East Wind rebrand is the hand drawn watercolor typography within the label representing the natural aspect of the product. As well as, the paper choice of the product with exposed paper fibers and printing on canvas iron on paper to give the labels texture and a wholesome quality. Along with these, there is a label on top of each nut butter jar that explains why the product is upside-down and its benefits.