Media Contact: Heather West, (612) 724-8760, heatherwest@earthlink.net

Compass Design, Minneapolis Creates Packaging for Four New Frozen Novelties from Marigold Foods

Minneapolis (May 30, 2001) -Building a strong brand image in a highly competitive category was the objective of Minneapolis-based Compass Design, Inc. when they were chosen to design packaging for Kemps/Marigold Foods' four new frozen novelties.

"The new products were to be part of Kemps' value brand of frozen novelties, so we needed to make sure they were easily differentiated from Kemps' premium brand," says Mitch Lindgren, partner/designer at Compass Design.

"Yet the flavors of the new products were so varied, we needed to find a way to show consumers that they were all part of the same line and help build strong awareness of the brand."

Compass began the process by discussing what design elements could be used on the entire line's packaging to help give the brand a consistent look and feel. "Since frozen pops are typically purchased by moms for their kids, we wanted the packaging to be attractive while also clearly communicating that it was an inexpensive, sweet treat that their kids would love," says Lindgren.

Since Kemps premium packaging features deep, rich blues, the Compass team chose to use a bright, sunny yellow and three-dimensional block type. These design elements easily stand out on store shelves and help consumers quickly understand that it is a separate brand.

"We began with the Fun Fruit 'N Juice flavor," notes Tom Arthur, Compass partner/designer. "Because Kemps had given us a lot of freedom with the design, we initially discussed several wild, very cutting-edge concepts. But in the end, we remembered that our main audience was moms shopping for the kids, so we went with a lighter, somewhat safer concept."

The Fun Fruit 'N Juice package design features floating hand-illustrated images of lemons, limes and strawberries-the three fruit flavors of the frozen treats. Each illustration was created in-house. The bright red, yellow and green colors are repeated in the three-dimensional type, which is set above an illustration of the product itself.

The same design themes were carried over to the next flavor in the frozen novelty line-Berries & Cherries. Once again, the Compass team hand-illustrated the three fruit flavors used in the line-raspberries, cherries and strawberries-and sprinkled them across the product's packaging.

The purple, reds and pinks used for the fruit illustrations also are used in the product's image and name. The same three-dimensional type was used for both Fun Fruit 'N Juice and Berries & Cherries.

Compass' team of designers next turned their attention to two new frozen novelties-Scooter Rockets and Scooter Fudge. "Both Fun Fruit 'N Juice and Berries & Cherries were extensions of Kemps' popular Fun Pops line," explains Julia Hemphill, partner/sales at Compass. "But since Scooter Rockets and Scooter Fudge were totally new products, we needed to give them a different look from the other novelties, yet make sure they looked like part of Kemps' value brand."

To achieve their goal, Compass designers decided to use the same floating image concept, bright yellow background and product color repetition in the type as they used in the Fun Pops line. However, rather than the fruit images, the Scooter line features hand-illustrated images of red, blue and green scooters. Compass also changed the type used on the package, but kept it three-dimensional to attain the child-friendly brand look. "Its rounded edges make it a bit more fun, loose and active than the block-type used for Fun Fruit 'N Juice and Berries & Cherries," explains Lindgren.

Kemps Fun Fruit 'N Juice, Berries & Cherries, Scooter Rockets and Scooter Fudge are available now in selected grocery stores throughout the Upper Midwest.

Compass Design is a dynamic, Minneapolis-based design office specializing in comprehensive identity and consumer packaging programs for established and growing companies. With its experienced and knowledgeable staff, Compass Design strives for integrity and accuracy in its cost-effective, award-winning strategic design solutions. For more information on Compass Design, please contact Julia Hemphill at (612) 339-1595 or visit Compass Design's Web site at www.compassdesigninc.com.