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TLDR: We talk about Cow farts, packaging design, inheriting designs that need to be updated, and balancing category norms with the need to stand out.
If you're interested in learning how professionals handle packaging redesigns this is the episode for you.
About The Guest(s): Jill is the Executive Creative Director at Neutral, the first carbon neutral food company in the US. With a background in graphic design and a passion for the natural food industry, Jill brings her expertise to create impactful and sustainable packaging designs.
Summary: Jill, the Executive Creative Director at Neutral, joins the podcast to discuss the company's mission to become the first carbon neutral food company in the US. She shares her background in the natural food industry and her experience launching her own product before joining Neutral.
Jill explains the concept of carbon neutrality and how Neutral works with farmers to reduce carbon emissions in the dairy industry. She also discusses the challenges of designing packaging that stands out on the shelf while still adhering to industry norms and regulations. The conversation concludes with a reveal of Neutral's new packaging design and the reasoning behind the changes.
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Key Takeaways:
Neutral is the first carbon neutral food company in the US, focusing on reducing carbon emissions in the dairy industry.
Carbon neutrality means there are no net new emissions from the production of a product.
Neutral works with farmers to implement emissions-reducing projects, such as feed supplements and forage management. The new packaging design for Neutral's milk products aims to address confusion, improve legibility, and highlight key product attributes.
Balancing industry norms and standing out on the shelf is a delicate process that requires understanding consumer decision-making.
Quotes:
"Carbon neutral means that there are no net new emissions from the production of the product." - Jill
"We knew we had to bring in some cues that would help us blend in." - Jill
"It doesn't need to be a bummer over your breakfast cereal. We just wanted it to be something that would maybe cheer you up." - Jill
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