THE CHALLENGE
Kalera is a bunch of local farmers who grow lettuce vertically, saving land and water. They needed a packaging and messaging refresh to simplify their offering and educate people on what vertical farming is and why it's good.
THE DELIVERABLES
Packaging design, strapline and messaging refresh.
THE ANSWER
The salad shelf is a busy, leafy noisy space so keeping the design and messaging clean and simple was an obvious decision. We needed to answer: why this lettuce? in a couple of seconds.
Research showed us that people were drawn to the idea of no mud, dirt or harmful bacteria, so Kalera became The cleanest lettuce in the world.
That being said, l still had a lot to communicate on pack in a way that consumers could digest.
My answer was to 'go vertical' and come up with a messaging concept that mirrored the way the lettuce was grown – and broke down the benefits in an easy-to-read way that stood out on-shelf.
This is what a Kalera vertical farm looks like