Posts in Client Projects

Posted on September 28, 2016

Small potatoes. Big impact.

Orange Keel brings Carisma™ to life for Earth Fresh Foods.

Now, even folks following a Low Glycemic Index diet can have their potatoes and eat them too!Introducing Carisma from EarthFresh Foods

And that’s no small potatoes to the folks at Earth Fresh Foods and the Canadian Diabetes Association.  Grown and distributed by EarthFresh, Carisma™ potatoes provide a healthy choice with an exceptional rich, melt in the mouth, creamy flavour. Canada’s first low glycemic response all-purpose potato is supported by the Canadian Diabetes Association.

This variety resulted from the potato breeding programs’ focus on lower reducing sugars and high dry matter. These are among the factors that influence Carisma’s nutritional content and GI* characteristics. The Canadian Diabetes Association recommend consumers choose low-GI foods

At Orange Keel we were delighted to bring our talents to the table in designing the brand, packaging and website for this important addition to the Earth Fresh family.

Our challenge with Carisma was to provide it a fresh, distinctive presence while still maintaining continuity with the overall design platform we’ve created for Earth Fresh. We achieved that by maintaining similar design language, elements and architecture throughout the line.

It’s one of the things we do really well at Orange Keel – create a distinctive presence in the market for our clients while establishing emotion-based connections with their clientele.

And that too is no small potatoes!

To bring our powerful design thinking to your brand, contact us here.

Posted on January 19, 2015

The Celebration of the Potato and more about EarthFresh Foods



When is a potato more than a potato?  When it’s a celebration!  Earth Fresh Foods approached Orange Keel to provide naming and package design for this new prepared meal experience.  We coined the name Celebratoes and since launch Earth Fresh fans have been celebrating the potato!

Celebratoes by Earth Fresh Foods

Corporate Branding


Following on the heels of its successful Celebratoes launch, Earth Fresh asked Orange Keel to apply creative thinking to the company’s brand essence and expression.  Mining the experience and insight of the company’s key employees, Orange Keel created a highly-relevant brand experience enabling the company to establish a solid and sustainable emotional connection with its various stakeholders.

Posted on January 19, 2015

A more complete story of how we delivered for Critical Path

To differentiate your offering in a commoditized market poses a real challenge so when the courier company Critical Path Express found itself struggling it asked Orange Keel to elevate its brand presence.  Through insightful interviews and information gathering, Orange Keel uncovered the stories that genuinely set Critical Path apart and justified its tagline “Anything. Anywhere. Anytime.”   These stories are told visually and verbally through the company’s website, vehicle livery, publications and marketing literature.  All designed by Orange Keel.

Our approach with Critical Path was based upon our insight that in many cases a company’s stories are as, if not more important, that its products.  Where Critical Path genuinely differentiates itself in the courier market is in its willingness to say yes.  They truly believe in their stated vision of Anytime, Anywhere, Anything.

So Orange Keel dug into the archival memories of Critical Path personnel to uncover stories which legitimized the company’s claim.  You can read several on the site but just to entice you here’s just one example that shows how Critical Path can even deliver to No Wher

Pretty much anyone can get a package from point A to point B. Very few can get your shipment from somewhere to no where.


The logistics of no where
An emergency medical helicopter service relies on our ability to deliver no where! On many occasions the service is called to evacuate injured or ill people from extremely remote areas. In the unlikely event that the equipment suffers a mechanical breakdown, the people on the ground know that rapid deployment of mission critical components is essential. So while almost anyone could accomplish this within well defined, easily accessible parameters, the emergency service trusts no one except Critical Path to deliver the goods.


Posted on October 10, 2014

Anytime Anywhere Anything Critical Path Express Delivers

Moving packages from one point to another seems relatively straightforward.  Not so as we learned in reinventing Critical Path’s complete identity program.  From web design to stationery to vehicle livery, our team of strategists, designers, writers and web developers created a powerful new identity to help Critical Path move to the next stage in their growth.  Watch our blog for the full story soon.Anytime | Anywhere | Anything | Critical Path Express Delivers