Bolthouse Farms, makers of the Wunderoots line of carrot-based alternatives to traditional foods, partnered with Little Big Brands to create the brand which captures a sense of fun and culinary adventure.
“Having worked with Bolthouse for years, we are no stranger to the brand, but this was a unique opportunity to craft something disruptive and flex our design muscle,”
Richard Palmer, Executive Creative Director, Little Big Brands, said. “Just as Wunderoots aims to surprise and delight, we wanted the design to have some fun and a bit of cheekiness in helping the consumer discover these delicious products.”
Wunderoots targets consumers eating a plant-based diet, but also flexitarians and people trying to incorporate more veggies in their diets without sacrificing some of their favorite foods. This includes carrot-based rice and pasta dishes and carrot ‘dogs,’ an alternative to the traditional hot dog.
Inspired by the name Wunderoots, Little Big Brands developed a hand-drawn identity celebrating the carrot that is both customizable and ownable. Unique illustrations tell the story and help consumers understand the product offering. Rounding out the design is clean organization of pack information and a sophisticated color palette.
“We wanted to create imagery that would stand out in the category and help communicate the product to the consumer,” Pamela Long, Little Big Brands’ Director of Client Services, said. “Since this might be a new proposition for many, the package design has to work hard to educate consumers at the shelf.”
