LELAND CREATIVE ELEVATES MARINER WATER CRACKERS TO A LEAD BRAND FOR VENUS WAFERS
WHAT WAS THE PROBLEM?
For more than 80 years, Massachusetts-based Venus Wafers has been making healthy, delicious and natural crackers. In 2006 they bought the long established Seattle-based brand Mariner Biscuit Company to add to their family of quality brands. Venus planned to support the growth of the line with new products, improved quality and an updated look. The brand itself was old and dying with little recognition outside of its base in the Pacific Northwest and Canada. Starting with the most popular product in the line, Mariner Water Crackers, we were challenged with freshening up the packaging and creating a design that would generate interest and brand recognition in new markets. Adding to the creative challenge was that we had stay within the design guidelines of the original trademarked logo.
HOW DID WE SOLVE IT?
We redesigned the Mariner Biscuit Company brand from an existing, almost unknown brand and modernized its appearance. Working within trademarked parameters, the first design choice we made was to adjust the logo to a more modern font and to focus the eye catching yellow triangle tightly around the graphic of the ship. This not only creates and image that's easily recognizable, but allowed us the freedom to choose logo placement on the package instead of being confined to the corner like the previous design. The revised brand was then applied to the initial product package offered in this line, Water Crackers. The Mariner Water Crackers are offered in five flavors with each package given distinction by using colors and stripes inspired by nautical flags. Bright bold colors, simple graphics and clean white space allow for the brand to have a strong look, easy product readability and draw the eye to the logo.
WHAT WERE THE BENEFITS?
Since its insertion into the market, the Mariner brand has increased sales and national popularity. It has become the lead brand with sales team, opening the door to numerous new retail opportunities. What we were able to accomplish with Mariner Water Crackers became a benchmark for designing and relaunching other products within the line including Stoned Wheat and Sprouted Grain Crackers. Each new product package design is based off of the Water Cracker design, using background texture to easily differentiate between them.
Leland Creative continues to work with Venus to further push Mariner into new areas of the cracker category. Following the success of Mariner, we will begin working on redesigning the packaging on another one of Venus' longstanding brands, Nejaime's Lavash Flatbreads. It has been a stagnant brand with a solid base, and we will begin to transition it to a fresher look, getting away from a purely Mediterranean feel into a more broad-based design.
We look forward to furthering our long-standing relationship with Venus and continuing to bring their brands new life.
ABOUT VENUS WAFERS
Napoleon Barmakian was a diamond cutter by day, and a baker by night. In 1931, his passion for well-made, nutritious foods inspired him to make a 100% Whole Wheat Cracker, packaged in a simple brown box. In the last century they've expanded to nearly 20 varieties of crackers and flatbreads, but they always make sure to keep the Barmakian Family tradition of quality and fair trading alive. Today, Venus is run by Napoleon's grandson, Luke Barmakian.
Venus Wafers was founded on simplicity. Their products are made from whole, all-natural ingredients. Every Venus cracker is certified kosher, vegan, and non-GMO. They are inspected regularly by third-party auditors, meet the strictest requirements set by the British Retail Consortium, and hold organic certification from the USDA.
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