Core77

One more on packaging design and positioning? Why not! Rob Walker on Bear Naked cereals.

Part of their strategy to bring some "innovation" to the category involved packaging: apart from eliminating the word "granola," they also banished actual bear imagery and any graphics that resembled oats or connoted nature (too crunchy) in favor of a more minimalist design featuring three slashes suggesting claw marks. Instead of a box (granola is positioned as cereal in most stores), they opted for a stand-up pouch with a transparent panel, so people could see the ingredients and squeeze the package. And instead of health and nutrition boasts, the pouch text played up the youthful, "active lifestyle"-loving founders. (That’s even more true on the company's Web site, which includes pictures of them in high school and in the great outdoors, along with repeated reminders that they are in their 20s.)