Jane Yuan and Creative Retail Packaging Pair Up to Develop Branding, Packaging & Web Design for Simple & Crisp

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Seattle based Simple & Crisp, an organic dried fruit crisp company, launches branding, custom packaging and website produced by Creative Retail Packaging.

product packaging, specialty foods, local business, packaging design

Simple & Crisp's custom packaging, as produced by CRP.

Jane [Yuan] had a very unique and compelling vision for Simple & Crisp. [CRP's] job was to take her passion and turn it into a tangible brand experience.

Simple & Crisp, an organic, gluten-free dried fruit crisp, has hit the marketplace in full swing with branding, custom packaging and a website created by Creative Retail Packaging. Chief Pairing Purveyor Jane Yuan, chief editor of the lifestyle news site Seattleite.com, created Simple & Crisp with the desire to offer healthier options to entertain guests, as well as satisfy different dietary needs. Her vision of introducing fruit crisps as a gourmet serving vessel and cracker alternative was brought to life with CRP, a design and custom packaging company located in Seattle.

“When I first visited CRP, I knew I had a product with potential.” recounts Yuan. “After meeting with them, I realized that potential was even greater than I imagined, and I felt excited to move forward with my brand.”

CRP Creative Director Cole Johnston was equally motivated by Yuan’s ideas and felt inspired to work alongside her to jumpstart her brand. “Jane had a very unique and compelling vision for Simple & Crisp. Our job was to take her passion and turn it into a tangible brand experience,” explains Johnston. “After our initial meeting, we all left inspired with a clear direction for the brand.”

Yuan spoke with a representative at Whole Foods, attended the Natural Products Expo, and traveled to New York to gain inspiration. She shared her fruit crisps with friends, local restaurant owners, sometimes even complete strangers, gathering feedback about the crisps themselves and whether or not consumers would be interested in her product.

“I knew my close friends enjoyed them, but I wasn’t sure if they were simply being gracious,” says Yuan. “I needed unbiased feedback from people I didn’t know who would challenge my vision. This process played an integral role in confirming that I was on the right path.”

Yuan sought to promote Simple & Crisp as the “perfect pairing” for the social, yet health-conscious entertainer. The crisps are “the perfect pairing” for items such as cheese, chocolate, champagne, and countless other foods and beverages – an ideal culinary companion for healthy entertaining. One of the biggest sources of inspiration for Yuan was the unique and eye-catching retail experience in New York’s Dean & Deluca. “For me, design aesthetic and presentation are very important qualities. I wanted Simple & Crisp to be something that people are proud to buy and serve – so much so, that they would feel comfortable putting the package on their table as they entertained,” explains Yuan.

“With a background in public relations and a true passion for her product, Jane was the perfect spokesperson for her brand. This ended up playing an important role in the overall branding and packaging design for Simple & Crisp,” says Johnston.

The main considerations that Yuan communicated to CRP were that the packaging had to be airtight and structurally sound, while also showcasing the product in a unique and visually appealing manner.

Yuan chose a hexagonal prism not only for its structural integrity but for its ownable geometric shelf presence. To highlight the natural beauty and integrity of the fruit, Yuan added die-cut windows to showcase the fruit crisps from multiple vantage points.

“The process of taking the dielines CRP had drawn and making prototypes out of them played a vital role in solving the packaging challenges I faced. The crisps look beautiful in the packaging, and I am very pleased with the end result,” says Yuan.

Yuan and CRP also worked together to design the Simple & Crisp website. The site’s main purpose is to provide interactive information about the product and its “perfect pairings” as well as to serve as a point of purchase for consumers. Similar to the packaging, the design features a clean white background with colorful product photography, showcasing the fruit crisps as the main attraction.

For Yuan, the functionality of the site was as important as the design. “The revealing effect of the navigation panel encourages customers to uncover sources for culinary inspiration and creativity,” explains Yuan. “As Chief Pairing Purveyor, I am constantly on the lookout for new ways to pair our crisps with unique foods and beverages. Our site is meant to act as a motivational tool for people looking to entertain in exciting, unconventional settings.”

Simple & Crisp products are available at Whole Foods stores in Washington and Oregon, nationally at Dean & Deluca and Opensky.com or online at the company’s website http://simpleandcrisp.com. The company utilizes organic ingredients. Owner and Chief Pairing Purveyor Jane Yuan sources the fruit at the peak of perfection and oversees the manufacturing and distribution from her Seattle facility.

Creative Retail Packaging is a Houston-based company with over 30 years of experience in the design and sourcing of custom retail packaging. The company’s Design division specializes in brand development, graphic and web design. CRP has offices in Seattle, Houston, and Chicago, and operates three regional warehouses across the United States.

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