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Applegate: Half time packaging

Making kids’ lunchboxes healthy and attractive across America.



Applegate were looking develop a new range of packaging for their Half Time range of kids’ lunchbox packs. From a branding perspective, the challenge was to find the ideal branding ratio between the Applegate master brand and the Half Time sub-brand. From a design perspective, the challenge was to attract Applegate Mums as the primary audience, as well as 9-10 year olds with a slightly male skew.

The packaging also needed to clearly showcase the the components for each lunch pack including crackers, cheese, meat, Stonyfield squeezer and Annie’s snack. Which meant that aside from the Applegate and Half Time brand identities, there were partner identifies to accommodate as well.

Nicknack worked within these clear boundaries to develop a range of packaging concepts around the idea of “Food Revolution” for the various lunch pack combinations, which would provide Mums with a healthy lunch alternative for their kids. Three packaging variants were created for the product:

  • Turkey & Cheese
  • Ham & Cheese
  • Bologna & Cheese

The product has proved to be a big success gaining 2,600 likes on Facebook when the product was launched

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