Nibblr is sent directly to subscribers through the US Postal Service. The packaging was designed to fit postal guidelines so that no additional packaging was required. We created six distinct patterns that are rotated to maintain an element of surprise and delight.
Over the past ten years, the subscription business model has exploded. More and more consumers are seeking to subscribe to services rather than buy products. We partnered with 301 Inc., the innovation and incubation lab for General Mills, to develop Nibblr, a new subscription service to meet the needs of busy office workers who are tired of quelling their 3 o’clock cravings with an unhealthy and unsatisfying trip to the vending machine.
As a late entrant into the category, we knew we needed to leverage design to make the packaging feel special enough that our subscribers would want to leave it out on their desk so that others would notice when walking by. And we made the act of opening and discovering the snacks inside feel as satisfying as the snacks themselves.
While competition flocked to brown kraft paper packaging and muted colors to signal health, we found that our target audience was craving more. They are an adventurous, curious group who are defined by their desire to experiment and try new things, from fashion to music to food. We found that it wasn’t enough to satisfy their need for a healthier and more convenient snack. We also need to fulfill their desire for a unique and adventurous experience.
The brand idea that defines Nibblr is “discover something delightful,” and our mission was to design packaging that would bring that idea to life. We set out to create iconic packaging that one wouldn’t be afraid to leave on their desk for the rest of the office to see. We took inspiration from the plethora of beautiful pattens found in fashion and accessories. The result was system of six packages, each with a different pattern made from the snacks themselves. And in order to keep the look as real as possible, most (if not all) of the patterns were captured in-camera, versus the easy route of shooting individual elements an arranging them in Photoshop.
Our partners at 301 Inc. appreciated that the design felt both fresh and playful, yet premium, like a gift you give to yourself. They felt that the packaging truly enhanced the product experience, which is critical to driving word-of-mouth as well as building long-term loyalty.
Since the brand launched in November 2013, the Nibblr brand has been growing ahead of business projections and the 301 Inc. team is transitioning from launch to full rollout of the brand. Awareness efforts to date have been focused on search and social media, but we are working on a national launch campaign for late 2014.
To date, subscriber loyalty has exceeded projections and social media analysis shows that subscribers appreciate the unique and surprising packages.
