Innovation in Brand Delivery

1st place:

Culver’s “Family Farm Fresh” Package Design


The entry:

This packaging was inspired by the real barns being painted Culver’s blue around the Midwest, as well as Culver’s “Thank You Farmers” program. That program and the packaging together raise awareness about issues facing today’s farm families. Raising consciousness raises involvement, and when guests feel a connection to the people and places their meal comes from, everyone wins. And with such an emphasis these days on food identity, guests really are asking all the right questions. Through this program and packaging, Culver’s looks to continue to lead those conversations.

Judge’s comment:

This single piece of packaging will act as a mobile billboard for a company’s brand as the bag is being carried down the street or sitting on a park bench or office desk. Culver’s is the perfect example of how a restaurant can take a simple form of packaging and use it boldly and successfully to convey their brand narrative. Culver’s expertly uses all sides of the packaging to tell its story. The royal blue color, nostaligic barn graphic, and crafted message is sure to catch the consumer’s eye.

2nd place:

Walking Box, The Varsity

3rd place:

Garbanzo Mediterranean Grill, Honest Advertising