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Protein powder packaging taps into New Zealand origins

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.

Kura 1
Kura 1

New 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 mineralsthat 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 Brooklyn-based branding company Red Antler, the packaging is positioned to be clean, modern, and premium, while telling the story of Kura’s 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’s origins but also has the capacity to complement a range of flavor colors.

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