Pearlfisher has created the packaging design for new Jovial Cookies following their creation of the brand identity for the Jovial health food brand—which launched in 2010 with the first ever Einkorn pasta.
Einkorn is the oldest species of cultivated wheat and has outstanding nutritional content versus the common bread wheat. Jovial is the first company in the world to offer Einkorn products at a commercial level. The pasta is selling phenomenally well and the launch of Jovial Cookies—comprising both an Einkorn and Gluten Free range—is much anticipated.
Masterminded by the entrepreneurial husband and wife team behind the no 1 best-selling Bionaturae organic pasta brand, the mission of the Jovial brand is to develop delicious food for people with allergies, rediscover heirloom or ancient varieties of food and offer products packaged in toxic free materials. This mission statement is reflected in the ‘inherently good’ tag line to be used across all products within the brand range.
The new Jovial Cookies brand comprises 2 ranges—Einkorn and Gluten Free. Discussing the design of the new packaging for Jovial Cookies, Pearlfisher Creative Director Mark Christou says, “We’ve translated the look and feel of the pasta range for this new category and, in a sector dominated by brown and natural tones, the predominantly white packaging really stands out as an innovative brand equity. We’ve leveraged the illustration style to hero the natural ingredients and combined this with a playful photography style that takes the consumer back to the ‘jovial’ spirit of the brand.”
Jovial founding President, Carla Bartolucci says, “The response at retail to the packaging design has been overwhelmingly positive. The cookie design is not only eye-catching, light hearted and fun but it joyfully conveys the natural beauty of our organic ingredients.”
Jovial Cookies will launch with x 3 variants in the Einkorn range (Checkerboard, Crispy Cocoa and Ginger Spice) and x 3 variants in the Gluten Free range (Choc Cream Filled, Vanilla Cream Filled and Fig Fruit Filled) in Wholefoods and health food stores nationally from March 2011.