Camp is a direct-to-consumer food brand that makes gluten-free, organic veggie pasta and macaroni and cheese products. The brand was originally launched as Plant Camp in 2020 before being renamed Camp in October 2021, when it also debuted a new website and updated packaging design.[1]
Design and History
Camp was founded by Angela Hein and Heidi Brown as Plant Camp, LLC, with the goal of creating healthy upgrades to classic child-friendly foods. Its first product, launched in 2020, was a gluten-free, non-GMO macaroni and cheese featuring organic pasta made with pea protein and carrots, along with nutrients from spinach, broccoli and sweet potato.[2]
In October 2021, Creatd, Inc., the parent company that incubated the brand under its e-commerce arm Creatd Ventures, announced that Camp (formerly Plant Camp) had debuted a new look and updated packaging. The company explained that the rebrand was driven by a broadening audience: while the mac and cheese initially targeted kids, it was also appealing to adults seeking a healthier version of a comfort food, so the brand and marketing needed to adapt to that wider market.[1]
The branding for Camp was designed by creative studio The Refreshment Club. According to the studio, the design set out to connect with consumers rather than fit within the current mac and cheese category.[3]
Meaning and Symbolism
The Camp packaging design intentionally combines nostalgia with a contemporary twist. The bright, block colour scheme of primary colours evokes the pop style of the 1980s and 1990s, while the characterful logo font suggests a sense of youth and play. These elements are brought together with an uncluttered, minimalist composition that places the packaging in a modern context.[3]
Onur Kece, The Refreshment Club’s creative director, described the intent behind the visual identity: “We wanted to create an image that was relevant to the other brands modern-day professionals consume, from their beauty regime to their fitness and lifestyle choices.”[3]
Typography and Design
The Camp wordmark is described in the brand’s trademark filing as thick black lettering in an adolescent and bubbly font style, sitting over a white background. The letters form a type of squared shape, with the “C” in the upper left corner, the “A” in the upper right corner, the “M” in the lower left corner, and the “P” in the lower right corner.[4]
The trademark application for the CAMP mark was filed by Plant Camp LLC in August 2021, covering goods including boxed macaroni and cheese, cheese seasoning, pasta and pancake mix.[5]
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