Nairns Muesli Breaks

Dragon Rouge

1 Craven Hill, London W2 3EN, UK

Agency: Dragon Rouge
Country: United Kingdom

Deliciously sustaining on the go

Building on its strong reputation as provider of oatcakes and oat-based products born out of natural Scottish provenance and the positive benefits of oats, Nairns Oatcakes Ltd spotted potential, alongside the growing breakfast biscuits category, for a deliciously sustaining oatcake snack brand tailored to busy people on the go.

Dragon Rouge has a well-established working relationship with the Nairns team and was delighted to define the opportunity and help create the brand.

Together we identified the most promising proposition, promoting the sustaining health benefits of oats with tasty berries to make a filling snack, and summing this up in an evocative name: Muesli Breaks. This provided a springboard for development of a distinctive pack design.

Dragon Rouge’s design focuses on strong stand out with its bold, punchy typography and a berry-based colour scheme, integrating with inviting photos of the muesli-break oatcakes and fruit and oats content. Each carton contains individually-wrapped packs of 2 sustaining oatcakes with graphics to reflect the wide variety of snacking occasions: breakfast, lunch, on the go, snack, fill, afternoon energy and more.

Marie-Therese Cassidy, Creative Director at Dragon says “It’s always exciting to create a new brand from scratch and it was a real joy to work with the Nairns team to realise their ambition. Our young at heart, dynamic design makes a bold statement. Muesli Breaks invite both oatcake loyalists and a new audience of younger adults to buy into the Nairns brand and enjoy the power of oats to keep them going anytime.”

Muesli Breaks is launching into Sainsbury’s on 6 April and into Waitrose and independent food shops in May.