Key to our brief was to gain on-shelf stand out and flavour differentiation, whilst communicating the balance of permissible and indulgent ingredients. To aid flavour differentiation we introduced an animal to represent each of the existing three (and two new) flavours and shot new product photography.

On the back of pack, each of the animal characters take on their own personality and interact with the ingredients in a fun and engaging way.

We also evolved the logo to leverage the brand equities. The logo now has two functions – to resemble the shape of a wheat grain to promote wholegrain goodness and to mimic the mouth of the animal characters – suggesting the character has a mouth packed full of ingredients.

Inside the carton, individually wrapped cereal bars are printed with the animal characters on flavour specific colours, complete with engaging animal facts offering a fun and educational snack-time experience.

This interaction between the illustration and product photography aids shelf stand out and enhances product appeal to both parents and children.

Our brief from Halo Foods was to re-design the Harvest Cheweee cereal bars primary and secondary packaging to help revitalise the brand, appeal to ‘kids of all ages’ and leverage the brand equities of goodness, chewiness and deliciousness.