STRATEGIC PARTNERS
Tropical Smoothie Café is creating packaging materials to reflect its new brand image. The chain has partnered with starrdesig, to redesign its Styrofoam and reusable cups, sandwich wrapper, lunch box and to-go bags.
December 2, 2015
Tropical Smoothie Café is creating packaging materials to reflect its new brand image, according to a company press release. The chain has partnered with starrdesign, to redesign its Styrofoam and reusable cups, sandwich wrapper, lunch box and to-go bags.
The chain 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," said Steve Starr, design chief of starrdesign.
"When looking at Tropical Smoothie Cafe, we were struck by how much the brand loves and wants to serve its customers food that both tastes good and is healthy," he said. "It is our goal to ensure that brand messages are delivered to consumers in a way that is fun and engaging."
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 their franchise development process, said Kate Fortune, brand marketing manager at Tropical Smoothie Café.
"Their designers captured the essence of our brand identity and created a refreshing new look for our packaging suite," she said.
