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Nature Valley

A bolder, purer look for a global favourite

As well as nurturing start-up brands, we’re also used to working with established global brands. Our long-standing partner General Mills approached us with a multi-faceted task – to refresh packaging for their popular Nature Valley bars, bring it in line with the US design and clarify the brand architecture.

Brand recognition and appetite appeal were top of the agenda. Our designers set about simplifying packs to make way for ingredient messages highlighted in neat custom designed roundels, whilst our strategists helped define key product categories. Distinct colour schemes were used to differentiate ranges and a bolder, simpler design developed to ramp up shelf presence. Even the back of pack was given a makeover with natural lifestyle shots to give a more realistic feel and key at-a-glance benefits picked out in a tick list for easy scanability. The result? A fresh, confident looking new pack that now has synergy with the US brand and places the product centre-stage.


Graphic Design / Packaging Design / Food branding

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