Juli Shore Design faced a unique challenge when approached by KRNL partners. The task was to create a brand serving a dual purpose: developing an allergen-free, therapeutic ready-to-use food product for children suffering from acute malnutrition and food allergies, while also launching a nut butter in the consumer packaged goods market to fund their philanthropic work. This required crafting a brand identity that could resonate with both humanitarian efforts and everyday consumers. The target audience was busy, health-conscious millennials and their children, who sought nutritious, convenient options that aligned with their values. This revealed a market gap for allergen-free food options from a company with a strong ethical stance.
The design strategy focused on three key elements: visual differentiation, symbolic imagery, and strategic color use. A clean, modern design was adopted to create a visual pause amidst cluttered shelf spaces. Simplified tribal patterns and a stylized seed motif were incorporated to communicate themes of new beginnings and growth. Bright orange was chosen as the primary brand color to establish continuity with national relief organizations while evoking energy and vitality. This approach effectively connected the commercial product with its humanitarian mission, creating a brand that appeals to consumers' desire for products aligning with their values while offering tangible benefits in daily life. The resulting brand tells a compelling story of nourishment, growth, and global impact, successfully bridging the gap between philanthropy and consumer appeal.
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