Off The Eaten Path

A modern rebrand of plant-based snacking.

The rise in better-for-you snacks requires a more nuanced approach to standing out, and creating impactful connection. We brought fresh vibrancy to the experience, through a new packaging design celebrating real vegetables and their vibrant color palette's all in synergy with our audience.

Brand

Off the Eaten Path

Type

Branding & Packaging

Region

North America

THE IDEA

A packaging redesign inspired by deep conversations.

We created Off The Eaten Path for mindful, health-conscious consumers, with an insatiable curiosity and appetite for new experiences. To refine our brand approach, we pulled together a team of inspiring, muse-worthy women, and through a series of in-depth discussions, came to better understand who they were, what they wanted, and what motivated and intrigued them. As our Design Team moved through the creative process, these women provided real-time feedback through the stages of brand development and design.

THE DESIGN

An of-the-moment redesign for modern adventurers.

Early Off The Eaten Path designs featured rustic dark grey backgrounds and romantic hand-drawn illustrations of ingredients in a soft color palette and an earthy aesthetic. We came to realize that our muses’ tastes were bolder than that—and when looking for an interesting snack, they associated new flavors and experiences with a more of-the-moment look.

Reinvigorated, we created a sharper, more standout design, with playful ingredient photography set against bright white and a single standout, flavor-specific color. Featuring fresh messaging crafted to encourage curiosity, our reimagined packaging embraced the worlds of better-for-you foods and outdoor lifestyle brands that are committed to a more sustainable future—the ideal intersection for our forward-moving muse.

Off the Eaten Path is beginning to adapt these better for you principles not only to our snacks, but also to how we treat the planet. In the coming years, Off the Eaten Path has a commitment to helping reach the goal of a more sustainable future for all of us.