Archer Farms food packaging by Templin Brink

15 October 2008 | By Popsop Team

Having a client list that includes Apple Computers, Lee Jeans, Williams- Sonoma and many other highly recognizable companies, Templin Brink (which later splited up into 2 independent agencies Hatch and Tomorrow Partners in April 2007) was an obvious choice when Target approached them to redesign its Archer Farms food packaging.

Brief

Target did not want farm imagery, but “since the name was ‘Archer Farms’ and food comes from nature, we thought it made a lot of sense to depict an abstracted sprout or leaf—a shape that is friendly and suggests wholesome quality,” says Gaby Brink.

Solution

The leaf design becomes the main element of the packaging, used for decorative repeating patterns, transparent windows, and even lovable animal images on the children’s edibles.

“We wanted to develop a food brand unlike any other in the U.S., one that capitalized on Target’s brand energy, and that cut through the clutter in the busy grocery store environment. We also wanted this brand to be distinctive, memorable, and likable,” explains Brink.

Target envisioned Archer Farms as a modern European food brand, and Templin Brink Design capitalized on that description.

Brink explains, “One thing we appreciate in classic European design is that it stands the test of time and can look just as modern now as it did 30 years ago. Given the overwhelming response our solution has received, we have to believe that we have achieved this same quality.”

AGENCY: Templin Brink Design
CREATIVE DIRECTORS: Joel Templin, Gaby Brink
DESIGNER, ILLUSTRATOR: Brian Gunderson
CLIENT: Target