Bilingual cartons translate into opportunity

“Others have placed the English/Spanish on the front together, but this design has a nice flow to the box, and you can turn it for the specific market, whether Spanish or English,” notes WhiteDove coo Pete Hay. He says that the concept was designed in-house and carried out by Ascent Marketing, which also developed the matching packet graphics.

This approach enables WhiteDove to highlight the package artwork without the bilingual copy becoming cluttered, an aspect that’s especially appropriate for its products that are intended to have a healing or calming effect. “This allowed us to keep the artwork intact, but also get the information out that we wanted to,” Hay adds.

The bilingual packaging was crucial, according to Hay, because one of the products’ target customers is the Hispanic market. “They are much more amenable to using herbals because they’ve been using traditional and alternative medicines for a lot longer than we have,” he explains. “When we designed the bilingual packaging, we were thinking of the growing Hispanic and Latino population here in America, and many products include bilingual designs. We kind of catered to their preferences for herbs in the design.”