Terra was losing its leadership position in the premium chip category. Initially unique, its packaging design had become ubiquitous. In an increasingly health-and-wellness-conscious environment, Terra needed a refresh to stand out and reassert leadership.
PURPOSE & MEANING
Terra chips are highly beloved by customers who have a fond relationship with the chips’ vibrant colors and unforgettable taste. We found the brand’s equity rested in its unique origins in nature—sophisticated fans value the distinctive varieties and taste palettes as an elevated choice and an escape from everyday snacks. We translated that insight into strong visuals that speak to the brand’s unique taste and experience.
TURNS INCREASED 5% IN THE LAST 6Senior Management at Hain Celestial
MONTHS ON A BUSINESS THAT HAD BEEN
RELATIVELY FLAT FOR OVER A YEAR.
DESIGN SCORED HIGH WITHPRS
ON OVERALL APPEAL,
MODERNITY, HEALTH, AND
NAVIGATION AT SHELF.