So the company assigned Compass Design (Minneapolis, MN) the task of giving the packs a new attitude. Compass’ design goal was to create a down-to-earth, folksy package with a dash of exuberance. The cartons are decorated with a logo that ties into the “dancer” part of the Kitchen Dancer name, flowing easily into other, more text-driven graphic components. The logo plays off a musical theme, incorporating a hand-illustrated soup ladle in the shape of a note on a gently curving musical staff. The theme continues onto the back of the package where the logo is repeated, followed by a four-paragraph story about the company, cooking instructions, and nutrition information. The front label looks like hand-torn paper, differentiating each of the five soup flavors from one another. “Compass did a great job on the package design,” says Kitchen Dancer co-founder Maggie Mortsenson. “They really captured the essence of our company and our brand.” Kitchen Dancer Soup Mix is available at grocery and specialty food stores nationwide. —ALR
Graphics 'dance' for soup mix packs
Bloomington, MN-based Kitchen Dancer’s line of dry, prepackaged soups needed a package that would reach out and grab consumers’ attention.
Oct 31, 2002
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