len.youden got their new product packaging by running a design contest:
New Backcountry Food Retail Package targeted to the outdoor market
Check out len.youden's Product packaging contest…
Food & Drink
We sell lightweight, dehydrated and easy to prepare entrées to outdoor enthusiasts in Canada. Target Audience is campers, backpackers, climbers, boaters, sailors, canoeists, fishermen, hunters and any others who spend time overnight in the backcountry. The target market is the outdoor store/retail shopper. These also make great emergency preparedness meals. The product will last up to 5 years with no refrigeration required. The product is rehydrated in the field using a camping stove, small pot and water. The contents are added to water, heated on the stove and in about 7 minutes the meal is ready to eat.
What's your vision?
We need a design for a package to put our product in. The package will be a stand up style poach. We have several meals (entrees) that will have the same look and feel with the distinction being the name on the package to describe what meal is in it (ie: Beef Chilli, Chicken Stew, Lentil Curry). We want the package for all of these products to look the same except for the entrée name. Please look at the attached pictures of the mountain house competitor products – the bag is the same except for the label on the bottom. You will notice they have ‘Entrée’ on the left side of the package. We like the idea of describing Vegetarian/Alberta Beef/Elk/Bison on the appropriate entrée to advertise what is in the contents. Each package contains a full single serving for an active hungry person. We do NOT like the Mountain House design!!! However, they are the dominant competitor and our packaging shouldn’t be substantially different than from what they have (ie: product name at the bottom of the package, stand up pouch that hangs on a shelf, etc). We do not want to look like them but at the same time we don’t want to have to explain what the product is. We want to look similar but different and much better. Other competitors are: Backcountry Pantry: http://www.backpackerspantry.com/ We don’t like their package Alpine Aire Foods: http://www.alpineaire.com/products/ This is more modern looking but not ideal Natural High Foods (no site found and their package is pretty bad) We have attached a picture of a package design we like – Manitoba Harvest Hemp Hearts. We also attached examples of other packages that ‘look’ natural or made from recycled materials. The package that has the see through Tree Design as well as the see through Oval are appealing. We like the idea of having a window in the package to see our product. As an example perhaps a silhouette of a Mountain? You will also notice the Manitoba Harvest package has a Visual description on the back of their bag on how to prepare it. The idea of a simple description which describes open the bag, add contents into 1.5 cups of water, heat, let stand, enjoy. Showing it cooked on a camp stove such an as MSR Whisperlite (or other lightweight camping stove) would be appealing. Package label requirements in Canada require that we have space for a nutrition label (which we have designed), a UPC code and a small space for a best before date.
Words that we would use to describe our product are: Premium (but not luxury) High Quality Natural Delicious Easy to Prepare Made in small batches Made in Canada Made in the Canadian Rockies No preservatives or MSG Added Hearty Made with Alberta Beef (for the beef dishes) Slow Cooked Lightweight and in a small package Dehydrated (not freeze dried) We would describe the product as serious….not comical. It is not organic but we like the image of that type of product. A package that looks like it is nature friendly or made from recycled materials is also appealing but it will still need to be packaged in a food grade bag (which we have sourced). The person buying our product is likely concerned about the environment so we have sourced a bag that is smaller than the industry standard yet is still a full hearty entrée serving. We sell the product today from https://backcountryfood.ca/ The non-food website is www.yamnuska.com We are a mountaineering company and mountain school but have developed a food product from our almost 40 years of dehydrating meals for our own use in the backcountry. Clients loved our food so much they asked if they could buy it for their own trips. We started selling it online and now want to pre-package it and sell it in outdoor retail stores. We do self propelled mountain adventures and care strongly about our environment. We have high standards for corporate values and operational practices and the quality of our food reflects those high standards. We know our product looks and tastes better than any of our competitors and will be higher priced as a result. An appealing aspect of our product is it is Canadian and we are appealing to the person who ‘buying local’ is important to them. Our food logo is shown on the website.
CA$1,699 Custom package
Every design category has flexible pricing for all budgets. Product packaging starts at $449.
Full copyright with production-ready files for digital and/or print.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their product packaging.
Designers across the globe delivered design magic.
len.youden collaborated with designers to refine their ideas
When design entries come in, you can rate them so designers know what you’re looking for in your logo design.
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
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