The Art Of Snacking
Challenge — The Premium Brand was in a rut. Once seen as a wholesome snack, the crispbread was being overshadowed by healthier offers in the supermarket aisle. Premium were preparing to introduce a range of "on-the-go" packs & decided it was the perfect opportunity to reframe the brand as a whole. We needed to inspire consumers to use crispbreads more often by shifting the perception from bland & boring to versatile & convenient.
Approach — We freshened up the brandmark by simplifying & modernising; creating an overall look & feel that conveyed the aspirational lifestyle our consumers seek. We revamped the pack architecture by putting the brand at the centre of the proposition, with ingredients tumbling down to entice & inspire. Building on the idea that Premium Crispbreads are the perfect canvas for your snacking creations, we opted to use light, fresh & colourful ingredients to bring movement & inspiration to the pack.