Terra was losing its leadership position in the premium chip category. Its once unique packaging design was becoming ubiquitous. In an increasingly health and wellness conscious environment, Terra needed a refresh to stand out from its competitors and reassert its leadership.
PURPOSE & MEANING
Terra is a highly beloved brand by its consumers- they have a deep relationship with the chips’ vibrant colors and unforgettable taste. We identified Terra’s brand equity rested with its unique origins in nature; its sophisticated consumers valued its distinctive varieties and taste palettes, seeing it as ‘elevated’ choice and an escape from the everyday snack. We translated the insight into strong visuals that spoke to the brand’s unique taste experience.
TURNS INCREASED 5% IN THE LAST 6Senior Management at Hain Celestial
MONTHS ON A BUSINESS THAT HAD BEEN
RELATIVELY FLAT FOR OVER A YEAR.
DESIGN SCORED HIGH WITHPRS
ON OVERALL APPEAL,
MODERNITY, HEALTH, AND
NAVIGATION AT SHELF.