DRC and John B. Sanfilippo & Son, Inc. win GDUSA Packaging Design Awards - Squirrel Brand, Ruby Royale
GDUSA Package Design Awards is a celebration of the power of effective package design and related disciplines to advance the brand, tell the story, make the sale.
For nearly six decades, GDUSA has sponsored design competitions that spotlight areas of excellence and opportunity for creative professionals. The GDUSA | American Package Design Awards™ was created to recognize the value of package design that is both attractive and strategic.
The annual competition includes more than 20 categories ranging from Food & Beverage to Beauty & Personal Care to Animals & Pets to Electronics & Computers to Health & Wellness as well as specialty categories such as Sustainable Design, Luxury Design and Private Label Design.
Reflecting the continuing importance of package design, more than 2,750 entries were received overall this year — one of the biggest totals ever despite these challenging times — and a highly selective Top Ten Percent have been selected as winners, and presented with a Certificate of Excellence, including two of DRC’s very own designs for John B. Sanfilippo & Son, Inc.
Squirrel Brand - Ruby Royale
Challenge With a history going back more than 130 years, Squirrel Brand had established itself as a leader in the premium nut category through their high-quality ingredients, artisanal craftsmanship and unique flavor mixes. When they were ready to launch a new-to-the-world blend made with elegant and exotic Ruby Cacao, DRC needed to create packaging as special as the cocoa bean itself.
Solution To ensure that this one-of-a-kind product stood out as something distinctly different, we created a prominent Ruby Royale sub-brand, with Squirrel Brand as an endorser that adds trust and credibility. We maintained key equities including the large graphic squirrel, gold accents and simple typography, while introducing a new luscious pink color for this luxe product. The final design reflects a unique color and taste experience like none other.
GDUSA Editor Gordon Kaye commented: “Package design is more critical than ever, and the depth and breadth of our annual competition reflects that. In this era in which audiences are fragmented, communication is cluttered, and brand loyalty is challenged, package design is uniquely positioned to advance the brand promise inform and persuade, and to forge an emotional connection at the moment of truth.”
A showcase of the winners will be published in print and online in late April.