This Archer Farms branding solution by Templin Brink Design was turned down by Target. Love it.
These are great; and having worked for Target, I am surprised to see them turn down such a fresh design.
I would buy it simply because they are so cute! They have a retro whimsical feel. The style they ended up going with is more country and a a bit more “grown-up”…but who wants to grow up?
I also love this and realized it wasn’t in stores. But, I can see why this might not have passed muster for the Archer’s Farm brand. The average Target consumer (a wide gamut of people/types) wouldn’t fully appreciate this pared-down stylish look. This would work in UK. I wonder why even store brands in the UK (like the Waitrose brand) are so much more forward-thinking and minimal than what you’d see in the US. Here the average consumer seems to go for heritage as a sign of better-than-average quality. Somehow, the US mainstream marketplace isn’t really ready for such a clean and modern aesthetic. It will eventually, but it will probably take time.
I like the packaging image. And after I read how Tomorrow (the founder of Templin Brink Design is now at Tomorrow), I like the concept even more. But my taste is full of modern European style.
Well lets give full credit to both Joel Templin and Gaby Brink. Gotta hold up the alumni where I can.
I love the die-cut windows but the overall type and color treatment doesn’t do much for me. I think the design falls a little short of uber-clean, contemporary European and is probably a bit more 1960s U.S. Midwest generi-brand. It’s fun, but not much else.
Fresh looking designs but they don’t instill any feelings of ‘food’ rather it feels more like ‘playtime’. Still very nice, they must have been watching those 60’s reruns in the office again ;)
This company does beautiful work!!!
I am a Target shopper and often purchase Archer Farms. This design certainly would have created a fun, crisp, display on shelves. I love it! Great job! :)
It’s what the Partridge Family would eat!
I like the designs but it doesn’t say “rich, home cooking, etc.” To most people from the U.S. I’m afraid it would say “prefab” (which of course exactly what it is).
Great design, beautiful and playful. But I
I’m not crazy about the design for food packaging.
And I agree with benschomatic’s comments,
I was a young child in the sixties and the design is full of nostalgic motifs. From my perspective it looks more “60’s modern generic” and less European/modern/stylish. These attributes get in the way of enhancing the foods appetite appeal.
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