Packaging Blue Zones' Philosophy
I recently completed a packaging photoshoot for Blue Zones Kitchen, a unique brand co-founded by Dan Buettner that promotes longevity through plant-based, nutrient-dense frozen meals inspired by the diets of the world's Blue Zones—regions like Okinawa, Japan, and Sardinia, Italy, where people live significantly longer lives. Here's a look at our process…
The Challenge:
To create packaging that not only appealed to health-conscious customers but also authentically reflected the Blue Zones Kitchen philosophy. The packaging needed to seamlessly communicate the health benefits of the frozen meals while capturing the depth and richness of the brand's ethos. In the highly competitive CPG market, brands must quickly convey their unique selling point.
Our Solution:
For this project, packaging design expert Andy Kurtts of Buttermilk Creative collaborated with design studio GROUP CHAT to develop the initial design concept. The approach for Blue Zones Kitchen focused on creating a visually compelling narrative that resonates with consumers' growing demand for healthy, convenient, and plant-based options. We prioritized the brand's authenticity, integrating it throughout the process. Clean, vibrant visuals showcased the natural ingredients and global inspiration behind each meal.
The front of the packaging prominently features the product name and a vibrant, appetizing photo of the meal, set against a backdrop that hints at the exotic and nourishing nature of Blue Zones diets. This ensures that even a quick glance at the packaging conveys a sense of health, authenticity, and quality.
Our Process:
In keeping with Blue Zones Kitchen's philosophy of handmade, earth-based, and thoughtfully crafted meals, we collaborated with renowned ceramic artist Ibrahim Said to create a custom blue plate. This plate was designed to echo the calming and nourishing environments of the Blue Zones, enhancing the brand's overall visual narrative. The blue plate not only complemented the brand's aesthetic but also added a layer of authenticity and craftsmanship, further aligning with Blue Zones Kitchen’s core values.
This attention to detail is crucial in the CPG market, where storytelling and visual appeal significantly impact consumer perception and purchasing decisions. The blue plate, now an instant branding element, conveys the brand’s commitment to intentionality and well-being, reinforcing its message of healthy, purposeful living.
Video of ceramic artist Ibrahim Said making the blue plate for Blue Zones Kitchen's frozen food packaging.
Andy Kurtts designed the packaging and art-directed the shoot, ensuring that every element resonated with Blue Zones Kitchen's values of quality, intentionality, and a commitment to promoting longevity through mindful eating. Together, we brought Andy’s vision to life, making it a beautiful reality.
Our Results:
By focusing on authenticity, quality, and visual storytelling, the packaging design for Blue Zones Kitchen effectively communicates its core values, appealing to health-conscious consumers and standing out in the crowded CPG market.
We delivered on time and within budget, helping launch the product nationwide in Whole Foods Markets.
