Greek Gods Seriously Indulgent – New Product Launch


Hain Refrigerated Foods came to The Biondo Group to design a new premium yogurt under the Greek Gods’ umbrella brand. This new product line was positioned as a decadent, handcrafted, small batch anytime yogurt that could be used in place of rich and creamy ice cream desserts. It steps away from its low-fat yogurt alternatives. These yogurts are rich, decadent and anything but restrictive … they are Seriously Indulgent!

After several name generations, the Greek Gods and the Biondo team decided that the best name to describe the yogurt was “Seriously Indulgent.” The emphasis is on the word “indulgent” and an ownable Greek “E” was added. Graphics depict an elegant line and watercolor illustration that steps away from traditional yogurt packaging.

“The Seriously Indulgent package graphics clearly represent the new decadent flavors and creamy, rich indulgent yogurt texture. It’s not just an expansion of our current products but a new taste experience,” said Basel Nassar, Chief Operating Officer of Hain Refrigerated Foods.

Seriously Indulgent…. comes in sweet, tangy lemon, decadent marionberries, a mixture of spicy ginger with sweet raspberries, and luscious tart cherry flavors. Enjoy these single serve yogurts now. To learn more about Greek Gods Seriously Indulgent Yogurts go to:

New Product Launch – Darty!!!

“You Bring the Friends, We Make the Darty!”

The Biondo Group was asked by Harvest Hill to design a new beverage line, Darty, targeted to a younger consumer – 21+. The design is all about anytime fun and enjoyment, what you’d experience from a Darty Party. The Biondo Design team pulled inspiration from the current interest in “street art” to be disruptive on shelf and speak to a younger, hip lifestyle. Each flavor, while maintaining a strong central focus on the Darty logo, has its own bold colors and background patterns for shopability.

“We stepped away from our existing mainstream Daily’s Mixers and Frozen Cocktails, with this new ready-to-drink wine cocktail. The Biondo Group’s impactful Darty graphics can be carried through from the package, to point-of-sale displays, promotional materials, as well as our web site. It’s fun. It’s young. It’s an anytime Darty Party,” said Ilene Bergenfeld, Chief Marketing Officer at Harvest Hill Beverage Company.

Now in-stores, just chill, serve and start your own Darty Party with 3 delicious flavors including the cool, crisp taste of Melon, the sweet taste of summer in Peach Tea and the bit sweet, bit tart but full of fun Berry Lemonade.

To learn more about Darty go to: and to learn more about us and how we can bring your brand to life visit us at:

10 Minutes with Charlie

Spend time around Charles Biondo and you are going to hear a design story or two. For the most part they are centered on the topic of Packaging Design. Admitting freely that “my life is my business” one can appreciate how much time and effort he has dedicated to the specialty of Packaging Design.

In a freewheeling talk this past week, Charlie shared some thoughts regarding the firm’s work, specifically in regards to “testing”. Out of the conversation, I snagged a few insightful tidbits to share.

As background, over the past year we’ve been involved in projects, large and small, where consumer testing was an important piece of a client program. In a few of these instances, research was conducted, objectives were formulated, design work was developed and tested – only to find out that something was amiss.

We’d followed the insights that research offered, we made the modifications and revisions that were needed to bring our work into alignment with the research POV – but the consumer didn’t react as intended. The programs didn’t take off.

Biondo was not alone. Peers who serve the same client had similar things happen. It was frustrating for all involved. It’s not the first time that research, the consumer and design all haven’t been in perfect alignment in context of a packaging design project, but it was the latest example and it sparked conversations aplenty.

The action got Charlie talking – and from that short talk, I caught three observations that we’d all do well to heed.

“Designing for a brand and designing for testing are often two different things”

While this is not a new observation or consideration for packaging designers or clients, it is important to keep it in mind. Designing for the consumer is what is important and although testing is often valuable for gathering directional information and big picture considerations – it is still a human, with a need who stops at POS and selects a product to purchase and bring home – that’s who we should be working to serve.

“ Everyone gets hung up on something…”

Each of us has our own aesthetic sense. Packaging Design is an easy area for nearly any person to get involved; it is largely subjective, wholly visual and in most instances, not grounded in quantitative science. Opinions are often what make or break programs – and this is why it is important to have someone experienced and senior on a development team, who is able to pull a group back so they can see the bigger picture.

“Too many people get involved, ideas get fuzzy and there is no singular focus. Someone needs to drive”

We all want to make our mark, to leave our impression on the world. For Product Marketing management, changing the product’s package appearance is a great way to do that. The challenge therein lies that to accomplish that work in most organizations require a number of approvals and decision makers. The more people that get involved, the more complex a task becomes, the less distinct the vision becomes and so we are left with a solution that is created by consensus. Rarely are those types of solutions inspired.

Re-tooling the design firm and client relationship

Unlike advertising agencies, design firms’ work on a per-project basis with clients. Projects are the bread and butter of design companies. Early on in the heyday of packaging design, it was common that a single design firm worked on a single brand over-time, and so that specific firm was responsible for that brands appearance. If a design firm worked on a brand, it could count on working on it for more than a single project if everything went well, and the brand flourished. Read More