From: Packaging News
Baked corn snacks brand Well&Truly has unveiled a new identity, with design by B&B studio.
In a deliberate move away from the brand’s original health-focused positioning, the new look is aiming for the general snacking market.
Having identified the opportunity to challenge both the healthy snacking and mainstream snacking categories, B&B introduced a cheerful, upbeat tone of voice and increased energy across the brand.
To achieve maximum shelf standout, B&B turned up the volume on Well&Truly’s visual identity, focusing on the high quality of ingredients and intensity of flavour.
A black background on pack – rare within both healthy and mainstream snacking – is brought to life with sans serif type in bright hues and a positive language that focuses on enjoyment.
This bold new personality is uncontained, pushing the physical limits of pack dimensions and rolling out across all touchpoints and social media platforms.
Sara Trechman, co-founder, Well&Truly, said: “B&B studio understood the potential of Well&Truly from day one and injected a new energy into the brand, giving us a voice in the ongoing conversation about what healthy really looks like. For us, it’s about not compromising on flavour and delivering a delicious, nutritious option that tastes just as good as the mainstream alternative. Snacks shouldn’t be ‘less’ just because they’re healthier.”
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