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Complete re-imagining of Targets wellness grocery brand, Simply Balanced. Formerly a sub-brand of Archer Farms, Simply balanced sought to tell it's own story on shelves.
The organic food category is overly saturated with craft paper textures and green, and similarly the health food aisles call upon blues and greens to communicate low-fat/low-sugar/low-carb. We envisioned 'wellness' as a unique combination of these visual cues, and came up with the own-able teal backdrop for the food set in idyllic scenarios.
Simply Balanced won a GDUSA award in the Package Design category for 2014