(Est. 2012) “Chinook Seedery has a fresh take on the timeless, all-American tradition of eating sunflower seeds. Small-batch roasted and uniquely flavored, Chinook’s non-GMO verified seeds are better tasting and better for you.”
Helms Workshop (Austin, TX)
Eager to expand from natural groceries to compete with the big guys in convenience stores, Chinook challenged us to redefine the brand. We worked with founder Mark Pettyjohn and his team to craft an identity as bold and unique as their flavors. The packaging jumps off the shelf, grabbing shoppers attention and communicating loud and clear that these are not your average sunflower seeds.
Images (opinion after)
The old logo had a semi-hippie vibe going on with the sunflower illustration, which was kind of charming but the banner and type were very heavy, dull, and made it feel almost like an automotive product. The new logo drops the sunflower and simply evolves the banner in a much more streamlined way. On the website the banner stands alone but in the packaging there is a monumental seed that takes the place of the sunflower and becomes the key identity element. The old packaging was kind of sad-looking; it wasn’t terribly bad but it wasn’t exciting. The new package, by contrast, is all excitement all the time with the striking, colorful diamond pattern that helps frame the giant seed and the banner (that aligns oh-so-pleasurably with the pattern). I like how the pattern can change colors to fit the flavors and how well it adapts to different packaging sizes. It’s a very funky concoction of design elements and they somehow work together to make something as unexciting as sunflower seeds feel exciting. (Apologies if you think sunflowers are exciting by default; in which case you might need more thrills in your life.)