- THE MAGAZINE
- VERTICAL MARKETS
As a pioneer in the food marketplace for more than 30 years, AlpineAire Foods – owned by The Katadyn Group – has a reputation for excellence, producing all-natural freeze-dried and dehydrated meals used primarily for backpacking, hiking, camping and long-term food storage.
Amidst a myriad of dehydrated food brands, The Katadyn Group called upon Capsule (capsule.us) for a holistic brand and package redesign for AlpineAire as they consolidated three brands toward a more manageable and engaging solution.
Through Foundations™ research with the core Katadyn team and in-aisle research with consumers, Capsule gathered insights on the values and personality of AlpineAire along with consumer behaviors and patterns when purchasing dehydrated food products. Every insight was carefully analyzed and then developed into a brand strategy to help inform the Capsule design team to create the new identity and packaging system.
The new AlpineAire visual language is fresh and sophisticated. The team chose a color palette, photography style and typeface that captured the adventurous brand personality. Navigational cues for meal type and flavor were also incorporated into the design to improve the experience in the aisle and on the trail, which was discovered as an important asset during the in-store consumer research.
As a result, the reduced number of SKUs, simplified strategy and design improves user experience and navigation, allowing AlpineAire to live within the Katadyn family of brands in a unified approach and stand out on shelf among competitors. Since launching the new packaging in late June 2014, AlpineAire Foods’ sales have increased by 38%.
The updated strategy, identity and packaging system positions AlpineAire as a leader at retail, within the dehydrated food category and in the outdoor industry.