Packaging and brand identity for a new product line called Bake with Me has been created by Smith Design for Arrowhead Mills, producers and marketers of organic and natural whole grain products.

The new line offers an interactive baking experience for young children and caregivers.  It marks the first time a national brand has introduced an activity-based, real baking mix.

“The idea behind the package design was to develop a look that would really stand out on shelf to deliver the unique proposition; a fun activity for mom to do with their kids and a real baking mix--all from a trusted, leading, natural and organic brand,” said Martha Seidner, a Vice President at Smith Design who manages the The Hain Celestial account. The Hain Celestial Group owns Arrowhead Mills, among many other leading organic brands.

The colorful packaging for the cupcake, brownie and sugar cookie mixes each include a photo of a child wearing a chef’s hat -- fully engaged in preparing the mix and clearly having fun. Each item in the line comes with a promotional item inside the box, such as a shaped cookie cutter or decorating stencil. A classic beauty shot of the finished baked item appears prominently on each package.

While the product is new, it was very important to tie it strongly to the visual equity of the base brand, said Seidner, and to clearly convey the wholesome ingredients and organic qualities of Arrowhead Mills.

Smith Design
Glen Ridge, N.J.
Carmel, Calif.

Arrowhead Mills
Boulder, Colo.