Consultancy B&B has created the name, packaging and identity for Bear, a snack brand formerly known as Urban Fresh Fruit.
B&B was set up by former Pearlfisher creative director Shaun Bowen in January, and Bear was the consultancy’s first project. ‘We were talking to the company [Urban Fresh Fruit] before we had an office,’ Bowen says.
Appointed on credentials following a recommendation, B&B was tasked with ‘presenting the naturalness of the product’ and helping it stand out from competitors in what is ‘a very crowded sector’, says Bowen.
The name Bear has been chosen as a play on words – to embody the idea of ‘a bear foraging for food, and also its nakedness’, as well to suggest that nothing is added to the product, says Bowen. Bear’s maker claims its products are made from 100 per cent fruit and wholegrains.
A packaging expression, stationery and online presence have been developed by the consultancy in anticipation of a range of 14 Bear products going on sale in Waitrose and independent stores by the end of the year. A roll-out across other major multiples is expected in January 2010.
The website, which is now live, shows ‘the real and the graphic worlds colliding’, says Bowen.