The Old Dutch Sunflower Seeds redesign was initiated because the packaging that launched their new product line consisted of cheap-looking graphics, poor typography, and an overall miscommunication of the company’s values. The mission of the redesign was to restore the company’s values of quality and tradition in their packaging. The Old Dutch visual identity is established through its windmill, stripes, and word mark—all of which were addressed and brought to a new level of refinement.
In mass production the package is printed using soy-based inks and the windows are made of cellulose acetate—making all the components biodegradable. The carton was chosen as the container because of the multiple surfaces for design and functionality: can stand upright, be compactly stored and re-closed.
