publix packaging

This is definitely a personal favorite. I hold a special place in my heart for chocolate, and especially chocolate chips. These semi-sweet morsels contribute to one of the best recipes ever created: chocolate chip cookies.

Publix rolled out the new packaging on baking chips several months ago. With the new packaging came a few new varieties of chips, too, I believe, making the store line fully competitive with the name brand options.

For the most part, the coloring on the Publix chips is consistent with general perception of what the product’s color is. For example, the butterscotch package uses a yellow-orange shade, the milk-chocolate package uses a rich and creamy brown color, etc. But the one pictured here— semi-sweet—uses a red color. As the comment a few posts back mentioned, this makes it look like strawberry chips or something! I suppose they chose the red color because brown is on the milk-chocolate chips, but what about using a second shade of brown? (Like the old light-brown / dark-brown M&M’s!)

Overall, though, this package is great. They used an illustration of the product, but no witty humor like on the snack products. I think this is indicative of when they designed the package, though—only the newer packages have the humor. Plus, this is in the baking products category, and most of the baking products use a similar strategy.