Masada Organic is an organic bread line specializing in unique traditions based in the Masada region of the world. PLAY was originally asked to help with this wonderful project by Laurie Ann Goldman, who previously worked closely with PLAY while CEO of SPANX. To that end, PLAY moved in a maverick fashion to create something new on shelf in the bread aisle. What came to life was a package rich with the history of Masada combined with the heritage of the family who founded the bakery. PLAY created the on-shelf strategy, logo, original illustrations, package copy to include the Masada Organic' story and package design.
PLAY has a process called Brandscapes where we gather imagery for a visual direction before we begin to design. This helps us and the client reach a consensus. Below represents the many directions we explored before we began to design. The finished brand takes from both the Masada and Hezi, Koby and Cordia Boards.