The consultancy was appointed to the work around a year ago having worked with Kallo parent company Wessanen Group on new branding for its Clipper Tea.
Perry Haydn-Taylor, Big Fish founder and creative director, says, ‘[Kallo] had a great, very functional brand, but there was a lack of emotional engagement with the consumer’.
Big Fish identified connections between the brand and a ‘minimal, clean living’ Nordic approach to life, according to Haydn-Taylor.
The logo was changed from a leaf to a bird graphic. Haydn-Taylor says, ‘The bird represents the freedom the foods give you to enjoy the things you love. Rice cakes are a vehicle for pleasure’.
Big Fish created new packaging with hand-illustrated imagery, drawing on Scandinavian folk art. Each pack features an individual story and poem relating to its flavour, alongside copy detailing serving suggestions.
According to Kallo, the new look aims to ‘[move] away from the traditional view of rice cakes as a dull and restrictive option to embrace an attitude that celebrates enjoying food and feeling free to eat what you want’.
Kallo brand controller Naomi Stemp says, ‘We wanted to take our products beyond functionality and inspire consumers to believe that they can have their cake and eat it!
‘We feel the new “folk tale” designs will appeal to a wide range of consumers and create a renewed sense of engagement with the brand, which is unusual in such pragmatic categories.’
Flavours in the range include Unsalted, Lightly Salted, Sesame Seed and the sweet jumbo varieties in Blueberry & Vanilla and Caramel.
The new branding is rolling out from now.