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Snack brand refines and aligns to maintain category leadership

Sahale Snacks helped create "nutritional snacks," and its Sahale brand is No. 1 in the trail mix category. The Seattle, WA-based company wanted to visually extend its "culinary magic" to its line of award-winning, premium nut blends.
FILED IN:  Package Type  > Bags/pouches

With assistance from package design firm Kendall Ross (, the brand has gone through a complete brand and packaging makeover. First, the creative team conducted product research at shelf, and then analyzed and tested numerous designs seeking a more engaging package design. Sahale Snacks decided that a new look would position the brand the most distinctively against competitors. The key components were a design that evokes Sahale’s goal of creating healthful snacks, a revised visual hierarchy, and a consistent appearance that could be extended to future Sahale product lines.

To which David Kendall, principal and creative director at Kendall Ross, added, "Today’s crowded retail shelf bombards consumers with an ever-increasing array of visuals that must be processed in an even shorter time span. Research confirmed our belief that Sahale Snacks’ brand-mark remain the prominent element on the package."

The brand’s "Snack Better" mark and leaf icon in reverse-white on the dark gradient front panel of the stand-up laminated foil pouches support the nut lines’ dual objectives of exceptional flavors and natural ingredients. Rich color coding and appetizing product photography farther down on the front panel make identification of the different products in the line easy.

"The new packaging is an essential milestone in our brand evolution," and makes the brand bolder and more approachable on shelf, says Edmond Sanctis, Sahale Snacks co-founder.

Sahale Snacks declined to identify suppliers for the new packaging but says it is introducing the new packaging for six products at select mass merchandisers, club stores, supermarkets, and at

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