Pacific Bird

“100% Nutritious. Delicious. Bugs.™” is what Pacific Bird is all about. Yes, Bugs. The Kitchen Collaborative's challenge was to create beautiful design and lets face it, "icky" products. Their solution was to focus on the beauty of the birds, hence the beautiful illustrations. See more of Pacific Bird packages after the jump! 

"In rebranding the Pacific Bird wild bird food and treats line, our biggest challenge was getting past the “icky” perception of the product – which was essentially bugs. Our solution balanced the beauty of birds and nature with bold, honest representations of the dried worms, crickets, and caterpillars inside the cans. Stylized branches with matching birds told the story of beauty and created a color system for fast recognition on the shelf. Clean, bold typography was playfully woven with real photography of bugs for visual wit. Clever copy points such as “100% Nutritious. Delicious. Bugs.™” supported the design for a tongue-in-cheek sense of humor."

Designed by  The Kitchen Collaborative, California 

Creative Director/Art Director: Aniko Hill 

Designer: Jenny Dox

Copywriter: Brand Texture

Comments

[an]

I think it would be better, if the bird wouldn't been looking the same direction and also the flower behind would be more randomized. Now, all look the same for me.

[joanna]

However beautiful these packages are, I cannot get past the feeling of something wrong here. At a first glance it looks as something I would buy for myself, but when reading the text about the content of the products it just made me sick. ”Dried worms, crickets and caterpillars…”

The problem with the design is that it looks as design for people, with the decoration of birds. As birds are such a common design element, it should in my opinion need to be much more stated that they are the ”target group” here. Of course you would not find these on the shelf next to popcorn, but when brought home and put into the shelves of families with children… Think no further.

I don’t think that the beauty of the package covers up for the ickyness of the products, I am rather feeling fooled.

[Victoria Blocksdorf]

I think it's quite a challenge to create a beautiful packaging for a special product like this.
Congratulations, I think you made the best of it and turned the topic into real beautiful packaging design!