LivLife Bread Re-Design

Episode Two

Bristol, UK

Design: Design Activity
Location: United Kingdom
Project Type: Produced
Client: Nicholas & Harris
Product Launch Location: United Kingdom
Packaging Contents: Bread
Packaging Substrate / Materials: Plastic

Empowering consumers to feel exceptional, not just functional is what LivLife is all about, and with a new brand logo and packaging design created by Design Activity to reflect this ethos, this brand is ready to reinvent the bread aisle!

Originally released in 2013, LivLife ‘half the carbs’ bread was created on insight that 40% of UK adults wanted to reduce carbs but didn’t want to give up bread. 6yrs later and this insight has become even more relevant, but the consumer and the category has evolved. So the brand needed a redesign to better suit the expectations of today’s aspirational, health conscious consumer and convey their brand positioning of ‘bread that make you feel good mentally and physically’ – moving the brand from functional to exceptional.

The bold patterns and colours overlaying the hand drawn script of the new brand identity combine to make you feel happy. It shouts vitality and optimism. The bright colours contrasted against a clean white background enable the vibrancy of the brand identity to jump out at consumers. Delivering a striking impact compared to other brands on the bread fixture. Enticing consumers to pick it up and take it home!

Design Activity’s LivLife packaging design has challenged two of the conventional bread printing ‘rules’.

Brand Logo Positioning Almost all breads have the brand logos positioned on the sides and tops of pack. The issue with this traditional orientation is that the design and the brand logos often end up being split by the packaging ‘seal’. And the design is often partially hidden behind the lips on- shelf.

To solve this, we treated the shopping experience as the catalyst for the packaging design ‘reorientation’, using the bottom half of the pack as a window, so no key information is obscured by the shelf lip, and the top half of the pack as our ‘field of vision’ canvas. By focusing on just two large logos folding over from the side to the top of the pack we have maximised the visible space as the pack sits on shelf – facing the brand directly into the consumers line of sight. This innovative layout helps create a cleaner, more consistent look, and ensures the full logo will be seen on shelf.

Print Finishes
To maximise colour impact and increase the vibrancy on pack we implemented a combination of both matte and gloss varnishes on the packaging design. This technique used on our LivLife packaging design is unique to the bread fixture, using matte varnish on the white background to create a non-reflective surface, which allows the gloss on the coloured areas to shine and therefore maximise the colour contrast making the colour really pop.