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Fruit-chip pouch graphics fashioned for U.S. market

Costa Rican fruit and veggie chip brand Natural Sins refreshes the graphics for its stand-up pouch to appeal to U.S. consumers looking for delicious yet healthy snacks.

Natural Sins After the redesign
Natural Sins After the redesign

Since 2011, Costa Rican brand Natural Sins has offered its crispy mango, pineapple, coconut, and beet chips to consumers in its home country as well as in several other markets. In 2015, when the company decided to introduce its healthy chips to the U.S. market, it decided to redesign its packaging graphics to bring home the idea of “The Un-Potato Chip” to health-conscious consumers hungering for tasty snacks.

To take its stand-up pouches from blah to beautiful, Natural Sins enlisted the help of advertising and design agency LRXD. According to the agency, the design directive was to create eye-catching bags to appeal to Natural Sins’ broad target of professional women ages 22 to 60, yet still capture the simplicity of the all-natural snack, which contains only two ingredients—the fruit or veggie, and all-natural cane sugar.

Natural Sins’ original pouches were pleasant but generic looking. The SKUs tended to blend in with each other—and other snacks—on store shelves. They were pleasing to the eye with a warm, colorful, tropical look. However, the packaging copy was not quite so appealing. A colored swatch beneath the key art held the most prominent, and problematic, copy: “100% natural baked-dried fruit.”

When LRXD took over the packaging design project, the agency decided to market Natural Sins as something America could truly crunch on—a crispy snack chip. They just needed to show that the product was also a delicious, healthy alternative to the conventional potato version.

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