PROBLEM
New trial was stifled because consumers felt the packaging was cold and they didn't clearly understand the unique selling proposition of "real wild blueberries." In addition, in the summer months when fresh blueberries were readily available, the gift shop concept that was very important in helping to maintain sales levels was not effectivly communicated.

SOLUTION
Develop a warm, wood-toned plaque to emphasize "real wild blueberries" along with subtle touches of yellow to enhance and provide warmth to the typography and rules; the gift shop concept was given a fresh summer sign/trellis look for added freshness and impact.