Cool Whip Snaps.
September - December. 2015
Concept.
Cool Whip Snaps is a new addition to an existing family of Cool Whip products. This decision, to broaden the brand rather than replace the existing product (as was asked of us), was a result of the realization that Cool Whip has a highly successful product, and the brand itself has thrived for 50 years. To truly understand the brand and their objectives, we immersed ourselves into the identity of the consumer, and recognized a latent desire of the growing immigrant population in the U.S. to enjoy this product as traditionally as the white American family had in the past. To address our new target audience, we identified their desires and designed a product that was easy to use, fun to share, and smaller in its proportions.
Experience
Brand
Product
Graphics
Research
Pitch
This project involved extensive research into Kraft, the Cool Whip brand identity, and all of the competition for whipped topping desserts. Following prototyping, we designed and built a functional package for both the Snap and the outer Snap tube.
We updated the color scheme, the fonts, the format, and the photo, and provided a thorough pitch for the product that included a history of the brand, as well as the packaging, manufacturing, materials, cost, shipment, and shelf stocking of the final product.