Our client, Jacob MacKeller, a fifth-generation farmer, had a big idea: to revolutionize the way people snack. He was inspired by a special variety of pumpkin seed he discovered in Europe, which he brought back home to Canada to cultivate. Dossier’s task was to create a brand to compete in the rapidly growing natural products snack category and entice people to try these bigger and superior homegrown seeds.
We developed a strategy and coined a name that captures the playful spirit of the brand. Skuta, from the First Nations Algonquin word for pumpkin and squash, pays homage to the plant’s origins in North America. Using the strategy as a springboard, we created an engaging brand identity and packaging program with a vibrant colour palette and bold design elements. Highly-detailed, close-up photography of the seeds brings visual focus to the bags, while inferring the quality and Skuta’s love of this special variety of pumpkin seeds. Careful use of gloss and matte varnishes give the packaging more visual pop. The stylized agricultural icons add to the visual interest while reinforcing the brand’s playfulness.
Our bold design, attention to detail and art direction of photography resulted in elevating the packaging on shelf, launching the brand with maximum impact and achieving over 80 store listings within just a few months.