Annie’s Packaging
Packaging Printed on Kraft Paper
After thorough research, it became evident that the Annie’s brand failed to effectively convey its message and identity through its established packaging for the beloved macaroni and cheese—a quintessential comfort food in many U.S. households. Through numerous design iterations, the revamped approach aimed to emphasize content and visual elements that better aligned with the brand and its core concept.
It’s Like a Warm Hug!
The rebrand centered around the consistency of pre-packaged macaroni and cheese, drawing inspiration from the familiar and comforting nature of the product. Described as, “like a warm hug,” the focus was on evoking feelings of nostalgia, familiarity, and tactility. An important discovery during this process was the significance of Annie’s signature on each box—a practice dating back to the founder personally signing every box sold from her truck in the early days of the business. The truck detail was also incorporated into the back of the box as well.
Annie’s Signature
The final result incorporated new type choices, integrating and hand-drawn stencil type in the background improving the text layouts. Annie’s signature became a prominent design detail that immediately make’s the box recognizable and ties back to the brands history.
