The natural earthy colours help it ‘pop’ and look contemporary - “GO GREEN” as one respondent phrases it. The fact that it features no red helps it look more natural than the competitor set which look old-fashioned by comparison, with the natural green coding clearly visually differentiating it.
“It looks healthy and green. I think this is a winner”
The graphic ‘texture’ effect on the bag and the Un(Think) logo creates a point of difference and enhances the natural cues, but raises the question of whether the bag contains grains or ground flour, and, if ground, how finely ground.
The logo is referred to a number of times with this design - “Un(think) makes it seem like I don’t have to make an intentional choice to buy” “I like The Un(Think) title” it gives a reason to purchase indicating that this is not of the norm and something that is good, with the celebrate-the-grain-fist brand marque encouraging some people to see the brand as “somewhat of a rebel” in a non aggressive, inclusive way. The “Power Flour’ statement is perceived as intriguing
