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

Compass Design Redesigns Kemps Yo-J to Add Visual Impact and Stand Out in a Crowded Category

MINNEAPOLIS (May 2001)- When Kemps/Marigold Foods decided to redesign the packaging of their popular Yo-J line of yogurt and juice blend beverages to add a bigger visual punch, they called on Minneapolis-based Compass Design, Inc. to handle the project.

"Because Kemps Yo-J is unique, our primary design objective was to make sure the package communicated exactly what the product is," says Mitch Lindgren, Compass partner/designer. "Yet, we wanted to create a package that would jump off the shelves and really grab consumer's attention. By moving to a four-color package, we were able to achieve both objectives."

Although Yo-J is the only product of its kind, it typically shares shelf space with orange juice, specialty milks and other popular beverages. With this in mind, the Compass team began the redesign process by researching competitors on a national level. "Currently Yo-J is sold only in the Upper Midwest," explains Julia Hemphill, Compass partner/sales. "But its growing popularity could lead to increased distribution, and we wanted to be sure that the packaging could compete at all levels."

The combined elements of a product identification design objective, the availability of four-color printing and fruit juices as a main ingredient in all four Yo-J flavors led the Compass design team to focus the packaging around the fruit's texture and colors. "We concentrated on making the fruit images as realistic, ripe, and juicy as we could," says Lindgren.

Using Adobe PhotoShop, Minnesota illustrator John Schriner created an eye-popping, mouth-watering array of strawberries, blueberries, raspberries, oranges and bananas that seem to realistically burst off the packaging. The images were mixed and matched on each package as the flavor designated. With the fruit images complete, Compass turned their attention to conveying the fact that, although Yo-J contains yogurt, it is a beverage meant to be poured into a glass and drank: "We created an image of a liquid being gently poured because we felt it would identify the product as a beverage as well as allow consumers to see what color the actual product was," says Lindgren.

After local illustrator Anthony Hillshire created the pouring Yo-J image, it was brought in-house where Compass designer Rich McGowen added shadows to give the image depth, and worked to create a seamless look for the carton's exterior.

The final piece of the package was the font, which was hand-rendered by the Compass team to give it more action. To create a common feel through all four flavors and help brand the product, each flavor's product description is printed in the same deep purple color.

Kemps Yo-J is available at 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.