GDUSA Ceradini Targets Gen Y Snackers
Brooklyn NY Eatrageous is a new snack chip aimed at health-conscious Millennials, and is being positioning “as a cleaner, healthier, super crunchy chip.” With a patented Clean Cooking Technology and unusual tubular shape, the entrepreneurs tapped Ceradini Brand Design for naming, positioning and branding to support the launch. To compete with huge brands that dominate the category, David Ceradini and team sought to disrupt at every consumer touchpoint. This included creating a visual representation for the brand that could be translated across packaging as well as to all marketing materials and social media. “The package design became the focal point to communicate the brand’s unique perspective and is used as a canvas to tell the brand’s story,” says Ceradini. Eatrageous was selected for both the corporate and product name, while the large, round logo was derived from the tubular-shaped chip and puts the focus on “eat”. Colored dots enhance the logo and underscore the tagline – “the new spin on chips” – as well as providing color coding. To strike the right balance between technical advancements and appetite appeal, Ceradini chose a satin foil metallic substrate with a tone-on-tone circle pattern reminiscent of the chip’s shape to communicate technology with flair. The back of the package informs of a social mission: 5% of profits are donated to charities that fight hunger.