Off The Eaten Path is a brand of premium plant-based snacks with unexpected blends of real vegetables like chickpeas, black beans and peas. As the brand grew, it needed a united Visual Identity to establish Off The Eaten Path as the brand of choice among its target consumer group and to break through the crowded Better-For-You snack category. Through design-led methodology, the team identified a highly aspirational target and redesigned the Off The Eaten Path Visual Identity with this consumer top of mind.
Aspirational and highly magnetic, this specific consumer group has an insatiable appetite for new and authentic experiences and a deep-seated curiosity that drives all they do. A small group of these consumers gave real-time feedback through the stages of brand development, involving them directly in the creative process. By making the consumer central to every decision, the Off The Eaten Path team was able to create a more authentic experience across every application, from visual language to packaging and brand messaging.
The insights that were uncovered through this process informed every aspect of the brand proposition, including the next Off The Eaten Path packaging launch. The updated package designs are tailored to capture consumers’ attention at shelf. The package designs utilize deliciously bold photography mixed with playful illustrations, watercolor textures and “curious” messaging on the back of the pack, lending to a sense of a curated experience.
PepsiCo Design & Innovation
350 Hudson St 2nd Floor New York, New York 10014 US