Amy’s Kitchen | Promotional Buyers Box
Reach buyers at major UK food retailers as part of Amy's UK growth push
Role: Creative Director, Caravan Design
Team: 2 x Graphic Designers, 2 x Animators, 1 x Sound designer, 1 x Project Manager
Timeframe: Part of consistent design work from 2019 -2023
Scope: Concept · Packaging and print design · Brand animation · Production · Print management · Fulfilment
The challenge
Amy's Kitchen wanted to grow its presence with UK food retailers. That meant winning the attention of buyers at the major supermarkets, a busy audience that is pitched to constantly and has seen every sample pack going.
The brief was to create a promotional box that would stand out on a buyer's desk, introduce the brand, and give buyers a reason to want to stock it. As a US brand Amy’s had limited UK awareness and the Organic Food category was already crowded, they wanted something that would stand out and create a memorable experience.
The idea: one box, two experiences
Buyers need two things before they back a brand: confidence in the product and belief in the company behind it. So I designed the box as an unboxing journey in two parts, Our Story and Our Food.
The outer box did the first job on its own. Using the established brand guidelines as a guide, the main box graphics introduced Amy's the moment it landed, so the brand made an impression before the lid came off.
Inside the box:
Box 1: The Story - meet the people behind Amy’s
The first experience shared the values behind the brand. A separate box held a custom Amy's pennant and a QR code linking to an animation telling the Amy's story.
The pennant was designed to give the buyer something uniquely American - it showed Amy’s brand origins in Petaluma, California, and the date when their story began.
The animation brought the brand's ethos to life in a way a catalogue couldn't.
Inside the box:
Box 2: The Food - taste the product
The second experience put the food in buyers' hands:
Two sample cans of soup, so buyers could taste the product for themselves
A product catalogue showing the full range
An Amy's apron, a keepsake that invited buyers into the kitchen
A smaller recipe box with recipe cards and a QR code linking to the products online
