Hubbards Bran Cereal (Redesigned)

Agency: Coats Design
Designer: Matt Grantham
Wheat bag illustration: Phil Small @ Watermarkltd
Client: Hubbards
Type Of Work: Commercial Work
Country: New Zealand

Wheat Bran cereal is a market sector in New Zealand completely dominated by international brands which follow a global formulaic design language.

As part of the whole rebrand of the Hubbards brand and packaging, Coats were asked to look at the Hubbards Bran range afresh. Instilling their range of bran products with the new Hubbards tone-of-voice and quirky/Kiwi view of the cereal aisle, we went back to the base product – harvested wheat. An illustrative, iconic hessian wheat bag now sites proudly on each pack, each one coloured for easy navigation and shelf impact. Pack graphics extend the idea with whimsical screen printed style typography.