Seachange Creative Partners has developed the brand identity and packaging for a new range of food bars, to be launched by NutrInnovator this week.
The sweet and savoury AltÃº bars will initially be available in premium food outlets across the country. If successful, they will roll- out across a wider range of stores.
As well as packaging and branding, the group also created the website and all promotional and point-of-sale materials for the AltÃº range.
NutrInnovator marketing director Fiona Vigar says the consultancy was briefed to ‘challenge the norms in the food bar category’.
‘There is a lot of noisy packaging out there. We wanted to communicate natural and delicious [messages], and asked for something stylish and simple,’ she says.
Seachange creative director Sally Costen says the group’s work is a departure for the food bar sector, which typically embraces a ‘day-time cereal look’.
‘The design is very simple and strong enough to be flexible. We’ve used a silver, metallic base for the savoury bars and a soft white base for the sweet bars (pictured).’
She says the group’s aim was to give AltÃº a ‘premium – but not worthy’ appearance.
Seachange was appointed in February on the basis of its previous work with NutrInnovator. The two companies collaborated on the Ribena launch in 1995 and the Lucozade launch earlier this year.