2011 Winners & Shortlists

Brief Explanation

1. Inject a brand personality and create a signature identity without significantly changing the name of the product, even though the name seemed descriptive/generic. 2. Create a pack design that would stand out as a fun, healthier, quality on-the-go snack product with a modern look and feel, without appearing expensive. 3. Show the product imagery and flavour differentiation for this multi-lingual market i.e. make sure it’s easily understandable by everyone.

The Brief

‘Bake Rolls’ was seen as a generic descriptor within the segment. Our client’s required a significant improvement in brand recall and pack design to compete effectively with crisps and other on-the-go snacks. Targeted at an 18-35 year old urban and trendy working class, the product required personality development and design evolution to a contemporary packaging style, which would stand out in the cluttered informal and street retail environments.

How the final design was conceived

We evolved the name to be less formal and better represent the brand, as opposed to being a descriptor. Creating a ‘handmade’ typographic identity on a white background we achieved the ‘natural/healthier’ perception and presented a ‘handmade’ product personality, supported by flavour differentiation in bright colours. Visually the product became the hero on the pack, supporting the flavour variant imagery, and being instantly recognisable on crowded shelves.

Indication of how successful the outcome was in the market

Prior to the re-branding, the product was available in 3 flavours and was not a significant seller for the client. Since inception of the redesign (October 2010) the factory is running at full capacity to meet demand of the now available 4 flavours (and soon to come 2 more). Product sales in Q4 2010 were up by 30%. Additionally, the graphic language on the pack has been the primary driver for above-the-line agencies for TV commercials and outdoor, bringing life and energy to the product.