Be Natural required a refresh to invigorate the market and provide a platform for some exciting NPD.
Jam&Co were briefed to evolve the brand to enable the balance of the pack to hero new photography and entice consumers with a pack that could be easily navigated.
Granola's new hero
Granola was the first range to be addressed. Cleaning up the pack and allowing the new photography to hero and ground the single benefit, allowing the pack to shine. BOP was designed to educate consumers that the product is more than just a “breakfast” cereal and can be used for many other occasions.
Product simplicity reflected
Simply Naked, made from only a few ingredients – the simplicity of the product had to be reflected on the pack. This being an NPD meant that the JAM design had to wow the consumer which is where utilising the BOP design came in. By showcasing the few ingredients allows the consumer to see and understand what exactly they are buying.