Little Duck Organics

Little Duck Organics is a organic kids food start up created by Founder, CEO & lead designer Zak Normandin. Everything about this, from concept, to final design was completed in-house:

"With an engineering and graphic design background, I started Little Duck because I couldn’t find any healthy snacks for my two (now three) young children. Everything had junk in it; stuff I didn’t want my kids eating. There was clearly a huge void in the children’s snack segment, which inspired me to create a no-sugar-added, preservative-free convenience snack for kids."

 

"And not just any snack for kids. I want Little Duck, as a company, to push product and branding boundaries, become an iconic brand in its category, and to give consumers the most innovative products with the best ingredients out there.

Working with a kids product, I’ve designed our packaging in a way that not only appeals to mom and dad, but to also is something that kids reach for and more importantly, recognize. This is an instance where typography does not rule, and in fact, choice of color and icons dominate the package. The kiddos are too young to read and mom is so under stimulated by the rest of the packaging in the kids food isle that she can’t help but reach for our products.  This all goes to show the importance of customizing your packaging design approach to suit the eyes of those who will ultimately influence the growth of your product.

In our latest design refresh, I removed the “Little Duck Organics” type from our logo, making our duck icon the most prominent feature on the packages. After all, it’s what is noticed and remembered by our biggest fans...the little ones. But, it doesn't stop with them. Food packages of all types with minimal text & memorable icons can be just as effective as their text-heavy counterparts. In fact, having typography be the most dominant feature of a package may be detrimental to the design. In my opinion, not enough people consider a super-minimalist approach that conveys the key selling points of a product without over complicating the design with too many words."

 

Diane Lindquist