Packaging candy and baking nuts was how the Fritz Company got started, and over the past 60 years it has built a business known for the highest quality candy and nuts in a bag. While this was apparent to those local shoppers who knew this friendly company in Newport, Minnesota, the rest of the world didn’t know and couldn’t tell by the package.
When the next generation of the Fritz family took over the business it set the objective of becoming national with a brand that had the potential to mean something more than commodity-bagged candy and baking nuts. Capsule was given the charge of identifying what was unique about the Fritzie Fresh brand and how it could come to life through packaging and all other communications.
The brand strategy was then brought to life in a new package design and simple refinements to its identity. The resulting package brought the Fritzie Fresh promise into tangible form and created something the entire staff could rally around as the new, reborn Fritzie Fresh.
We were told of a note from a delighted Fritzie Fresh fan the other day in praise of the design, and I just had to share it.
To The Obviously Bright and Creative People at the Fritzie Fresh Company: Thank you very much for designing such a wonderful package! I quickly grabbed the only brand of brazil nuts offered at my grocery store, as I was in a hurry. I got home and was/am absolutely delighted with your package! I didn't need to eat them! Hey, I just want to save the package at this point. Of course, I ate the brazils in a few sittings and they're very good I might add. Yet, this package made my day!! I can't say enough about how encouraging & uplifting it is to know that a company is so willing to share such a wonderful message and set of beliefs with the public - especially in this economy. I am so impressed that I am going to mail treats to all my nieces, nephews, sisters et al. (and I come from a very large family). I just love the well-wishes on this package and I thank you for the ton(-s) of creativity that went into this packaging.
I wish you well in the success of your business, as I am sure you will have many healthy financial years ahead.
Bear with me while I go cheesy for a second... it really is fantastic to hear that Capsule's work made someone's day.