Leading restaurant design firm starrdesign announced that it has been selected to develop new packaging materials for Tropical Smoothie Café. The new packaging materials will reflect Tropical Smoothie's new brand image and company logo and will be featured on five pieces of takeout materials to be released in 2016.

Tropical Smoothie Cafe has undergone a rebranding effort over the past year to better connect with consumers on an emotional and intellectual level. Brand statements will be showcased on the packaging to effectively communicate the Tropical Smoothie message of eat better, feel better.

"When looking at Tropical Smoothie Café, we were struck by how much the brand loves and wants to serve its customers food that both tastes good and is healthy," said Steve Starr, design chief of starrdesign. "It is our goal to ensure that brand messages are delivered to consumers in a way that is fun and engaging."

The new design will be used specifically on Tropical Smoothie's styrofoam and reusable cups, sandwich wrapper, lunch box, and to-go bags.

“Starrdesign was an absolute pleasure to work with,” says Kate Fortune, brand marketing manager at Tropical Smoothie. “Its designers captured the essence of our brand identity and created a refreshing new look for our packaging suite.”

The new packaging design is one of many projects starrdesign will be working on for Tropical Smoothie Café. The other projects include a prototype and standards review, an efficiency and operational audit, as well as the creation and implementation of a design, construction, and vendor team approach to its franchise development process.

"It is always an honor to work with clients on a variety of projects and to bring their visions to life," Starr says. "At the end of the day, it's about creating a lasting impact on the guests they serve and the markets in which they operate."