packaging for new smoothie powder product containing new zealand dairy protein uses clean, modern, and premium graphics, while telling the story of its origins, without feeling rustic.by anne marie mohan, senior editor, packaging worldnew from kura nutrition is a smoothie powder that the company says is unlike anything on the market. each serving provides 14 g of new zealand dairy protein, vitamins, and minerals that ensure great taste and convenience. with a level of protein traditionally found in the supplement aisle, kura stands out on shelf in the breakfast aisle as a healthy, wholesome addition to any meal. the smoothie powder launched early in 2015 throughout all sprouts farmers market locations, whole foods southwest, and on amazon.com.designed by brooklynbased branding company red antler, the packaging is positioned to be clean, modern, and premium, while telling the story of kura&rsquos new zealand origins without feeling too rustic. emphasis was placed on flavor, choosing colors that felt fresh, vibrant, and delicious. this drove the color choice of the logo an earthy, appetizing dark brown that references the product&rsquos origins but also has the capacity to complement a range of flavor colors.&ldquousing the kura display box as a starting point, we saw the opportunity to tell different stories, guiding the customer through the product in a range of ways. from highlighting the products&rsquo new zealand heritage to telling the story of the process and experience of kura through photography, the main focal point is the kura glass on the front of all packaging,&rdquo say simon endres, creative directorpartner of red antler.notes kura, the primary typeface is modern and timeless, holds color extremely well, and is arresting on shelf. as the consumer rotates the pack, the kura wheel of construction explains the product in more of an informational format. shot from above, the suggestion of added ingredients indicates the fun and creative nature of kura.on the opposite side, the new zealand story uses beautiful landscape photography with grazing cows to speak to the unique and untapped origins of this product. nutritional information and product benefits occupy the back panel. finally, the top of the box is embellished with the kura seal, reinforcing the product&rsquos origins but also acting as a mark of quality and authority. 
