WWW.BAREBONESBROTH.COM
by Andy Kurtts
HOW IT STARTED
HOW IT’S GOING
BEF
Andy Kurtts, Founder and Creative Director at Buttermilk Creative, discusses the Bare Bones Broth packaging evolution with Co-Founder and CEO, Kate Harvey. Bare Bones was started in 2014 by Kate and Ryan Harvey to breathe new life into a timeless staple: bone broth. Since launching, they’ve become one of the leaders in the category and continue to grow their distribution on a national level. Andy Kurtts TELL US A LITTLE BIT ABOUT THE PACKAGING ORIGINS FOR BARE BONES. Kate Harvey As with most startup
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brands, we bootstrapped in the beginning. The original packaging idea was limited by a couple of points: materials, minimums, and lack of experience in packaging. Our first bags were stock bags with printed labels because we did not meet the minimum order quantities for custom printing. We initially worked with a local San Diego designer whose specialty was restaurant branding and design. Since the designer was more accustomed to restaurant design, translating to packaging was tough. The designer explored shapes related to the history of stock making, prehistoric shapes and hieroglyphs, but those details were lost on the consumer.
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AK WHAT PROMPTED YOU TO REDESIGN YOUR PACKAGING? KH While our original design was steeped in research, the concept did not communicate the brand’s core message and differentiators that Bare Bones would need stake our claim in the category or resonate with our audience. We knew that packaging was a priority, so we included packaging design into our first round of investment. This enabled us to work with a studio that specializes in packaging. The idea behind the first redesign was to convey home cooking, transparency, and farmto-table. To do this, we included a large window and animal illustrations.
