The launch of a new muesli brand in a crowded category was a challenge embraced by design team The Spice Agency.
MD Dimity McDonald and creative director Scott Bremner were given the task of launching Green's Food's Seven Sundays brand with packaging that spoke to time-poor consumers who also valued their health and wellbeing.
The premium range of muesli has been developed to include on-trend grains, and Green's chose a white flexo pouch for a fresh look.
The pouch is made from a stark white substrate with a matt finish for premium appeal.
“A pouch retains its structural integrity, as opposed to traditional flow-wrapped bags, and there is also a zip-lock feature,” Bremner said.
In terms of design, the strategy was to create a look that stood out to a consumer with very little time in the day, but who wanted to enjoy time to themselves over breakfast.
“The visual layering with the handpainted watercolours against the white background brings calm to a busy, loud category,” he said.
“For a health and wellbeing category there's way too much communication on packs, so we wanted to keep it simple and refreshing.”
The consumer is able to see the contents through a clear window in the pack.
The messaging is clear and easy to understand, with some visual puns which add some spark to the look.
