The consultancy rebranded the range in 2006, and was tasked with redesigning the packs to create greater on-shelf standout. It was appointed to the project in early December last year without a pitch.
The change in packaging accompanies a wider overhaul of the brand’s products, with some recipes changed and some pack sizes decreased. New individual cereal pots designed by Big Fish have also been introduced.
The new packaging uses a larger logo and fewer transparent windows on the brand’s tree device, aiming to make the packs more colourful, according to Dorset Cereals.
Packs now feature additional nutritional information, which alongside the ingredient list, has been moved from the side to the back of the pack. Competition information has been reduced and simplified on the packs, while Twitter details have been added.
Mandy Cooper, head of marketing at Dorset Cereals, says, ‘We haven’t redesigned the packs since our big redesign in 2005 when we moved away from small plastic bags to boxes. We drove the muesli category very strongly and we’ve been copied quite a lot so we needed to look at how we can make the designs more standout on shelf and how we can make them look cleaner.’
She adds, ‘Our leaves and distinctive colours have become synonymous with the Dorset Cereals brand and our customers know their favourites by the colour of the pack rather than the recipe name.’
The new designs will be used across the Dorset Cereals muesli, granola and porridge, though the cereal bars and flakes will be unchanged.