An artisan hummus brand for the cheeky and environmentally conscious consumer!
role: researcher, structural, merchandising designer duration: 4 weeks type: group project
Background
A 10,000 year old dish, originating in the Middle East. Hummus is a popular dip or spread made from chickpeas, tahini, lemon juice, garlic, and olive oil.
Commonly served as a snack or an appetizer. Great source of protein!
store flavors:
Garlic
Lemon Dill
Pine Nuts
Roasted Red Pepper
Roasted Eggplant
Store Audit
Data Collection
We surveyed 21 hummus consuming young adults and discovered that flavor is the most important factor when purchasing hummus.
When asked what bold/odd flavor combinations they like, we received a mix of everything!
When asked what occasions they purchase hummus for, parties and get togethers were number one, followed by long-term snacking.
Target Audience
Sustainability-focused young adults that are looking for the new and exciting flavor experiences.
Targeting 18+ years consumers who can financially and willing to pay for artisan hummus that is good for the environment.
Key Takeaways
Hummus is most always in plastic, so finding a sustainable packaging route using paperboard.
Need unique flavor profiles with a bold brand to back it up, compelling our customers to bring it to get-togethers and share with friends.
Packaging Inspiration
Testing
Material Research
Liquid Paperboard has a polyethylene coating, to protect from high grease, oil, and water. However, due to this layer of plastic, the packaging can not be recycled.
Researched for coatings that would be able to be recycled and didn't harm the environment.
Discovered Cupforma Dairy 2Bio
- used a bio coating
- fully compostable
- excellent formability
- optimizes freshness and taste
- extends shelf life
Merchandising
merchandising sketch by Emma Yee
Introducing Dirty Garbanzo
branding by Char Miller, illustration by Marissa Hayes
Final Packaging
Uncoated SBS board made from virgin fibers with an inner and outer bio coating.
Fully compostable, biodegradable, and recyclable.
structure and renders by Emma Yee, layout by Char Miller
