Figgin’ Fruit

Shaking Up a Sea of Sameness

Figgin' Fruit came to us with a goofy pirate illustration on the front of the pack and zero appetite appeal. Bright Design was tasked with repositioning this quirky product (fruit-filled whole grain nuggets) from a gimmicky cookie into a fun alternative to a baked bar.

In order to move them from Fig Neuton knockoffs to compete with Nature's Bakery and Nature Valley, several things had to change, starting with the pack. To rival the convenience of a bar, we had to reformat the product into equally convenient single-serve pouches. This increased the value perception (since you're getting five instead of one) and helped find a place for the product in the lives of their consumers. We then put those single-serve pouches in a box so that the package made natural sense when sitting next to a box of bars, rather than the oversized stand-up pouch that it was in prior.

For the design exploration, our primary task was appetite appeal. We had to convey that this product is delicious as well as fruit-forward, a healthful snack option, and a solution to "bar fatigue." Here is where we netted out.

Role: Design Director

Agency: Bright Design

Year: 2018

Photography: 2010 Studios