TASK: Develop a unique, sustainable artisan hummus brand that is packaged in paperboard.
SOLUTION: An unapologetically bold and suggestive hummus. Dirty Garbanzo asks consumers to desire the delicious with three out-of-the-box flavors while being kind to mother nature with 100% biodegradable packaging.
SOLUTION: An unapologetically bold and suggestive hummus. Dirty Garbanzo asks consumers to desire the delicious with three out-of-the-box flavors while being kind to mother nature with 100% biodegradable packaging.
Team Effort
Brand Design, Language, Copywriting, and Packaging Layout by Char Miller
Packaging Form, Merchandising Sketch, and 3D Renders by Emma Yee
Illustrations and Merchandising Content by Marissa Hayes
Research by all members
Brand Design, Language, Copywriting, and Packaging Layout by Char Miller
Packaging Form, Merchandising Sketch, and 3D Renders by Emma Yee
Illustrations and Merchandising Content by Marissa Hayes
Research by all members
Materials
Cupforma Dairy 2Bio
by Stora Enso
Cupforma Dairy 2Bio
by Stora Enso
- Virgin-fiber SBS Board
- Bio coating
- Fully compostable
- Excellent formability
- Optimizes taste, freshness, and shelf life
- Bio coating
- Fully compostable
- Excellent formability
- Optimizes taste, freshness, and shelf life
Typography and Color
A fresh and dynamic typographic treatment brings a unique look to the hummus aisle.
The colors of Dirty Garbanzo are loud. The base colors are black, white, and two chickpea shades. Additionally, each flavor has its own additional energetic accent colors.
A fresh and dynamic typographic treatment brings a unique look to the hummus aisle.
The colors of Dirty Garbanzo are loud. The base colors are black, white, and two chickpea shades. Additionally, each flavor has its own additional energetic accent colors.
The Flavors
Illustrations by Marissa Hayes
Illustrations by Marissa Hayes
The Package
Packaging Structure and Renders by Emma Yee
Packaging Layout by Char Miller
Packaging Structure and Renders by Emma Yee
Packaging Layout by Char Miller
A sleek bio-degradable sticker keeps your hummus safe while in the store. Once you peel back the sticker, the lid opens to reveal the beautifully colored hummus and some personality descriptions of our mascots. The emerald-shaped package reseals with locking flaps over the handles.
Merchandising
Sketch by Emma Yee
Sketch by Emma Yee
The suggestive top banner causes consumers to do a double take and pulls their attention to the hummus section. The trays act as pedestals for the hummus, raising them up from our competitors.
Target Market
Personas by Marissa Hayes
Personas by Marissa Hayes
Our market is sustainability-focused young adults that are looking for new, exciting flavor experiences. They are known to push the boundaries and be unapologetically bold while doing so.
Data Collection
From surveying the market, we learned that our hummus needs to pack a punch and be unexpected. Artisan hummuses are typically creative flavors, but our flavors will have to be particularly out there to reach our intended audience.
From surveying the market, we learned that our hummus needs to pack a punch and be unexpected. Artisan hummuses are typically creative flavors, but our flavors will have to be particularly out there to reach our intended audience.
