Hubbards Simply Muesli

Derrick Lin


Agency: Coats Design
Creative Director / Designer: Matt Grantham
Production: Daniel Leggett
Project Type: Produced, Commercial Work
Client: Hubbards Foods
Location: Auckland, New Zealand
Packaging Contents: Muesli cereal
Packaging Materials: Plastic

Hubbards introduced the concept of mueslis to New Zealand back in the 90’s. Simply was one of the first family of mueslis in the supermarket and quickly became a valuable product range for the brand – traditional style, accessible and convenient with flavours that were developed specially for Kiwis.

With the previous packaging suffering from clutter and mass messaging, we approached the refresh by allowing the sub brand name to dictate the design. Creating clean, ‘simple’ front faces that made food and ingredient photography the hero and highlighting the tradition of the range with typographic styling. Strong colour coding, ideas of the family breakfast table and quirky messaging complete the overhaul of this prized product range.