Sydney-based design agency Loop Brands partnered with Be Natural to help its two new cereal products stand out in matt finish bags.
Following on from the Be Natural brand's redesign last year, the latest focus was on the release of two new premium products: Sprouted Granola and Popped Granola.
The products were positioned to appeal to consumers who aspire to active, healthy lifestyles, and those who proactively engage with new health trends, food, and ingredients.
To help differentiate the products from major players in this segment which package their cereal in boxes, Be Natural and Loop opted to put the new product in re-sealable matt finish bags.
"Our design strategy was to shift the messaging hierarchy and elevate the product proposition," Loop's creative director Mikey Hart says.
"This allowed us to visually communicate a joyful approach to food.
"The Be Natural logo on this range plays the role of endorser in the form of a graphic tab device."
Hart and the team also designed a large window to showcase the product and integrate the brand aesthetic.
The Popped Granola packaging design leverages semiotic cues found in the popcorn category to help describe the unique texture and mouthfeel of the product, Hart says.
The design uses a cream striped background, puffed grain shapes, and carnival style fonts, making it playful and engaging.
The Sprouted Granola packaging design is inspired by the sprouting process, illustrated by a sprouting grain growing up the pack from the seed-shaped window.
