Creative Agency: The Spice Agency
Director: Dimity McDonald
Project Type: Produced, Commercial Work
Client: Green’s Food
Location: Sydney, Australia
Packaging Contents: Muesli
Packaging Materials: Flexo Pouch

The objective was to launch a new premium range of Muesli developed to include ‘on-trend’ healthy grains and utilize a new pack format to create a sense of premium / value added freshness.

The challenge was to create a relevant, personality driven brand proposition to maximise market penetration.

Our strategy was based upon current trends and the target audience. Consumers are looking for more adventurous flavours and taking more responsibility for their health. The artisan trend we felt needed to shine through being driven by consumer’s desire for authenticity, real & crafted.

We used a brand positioning model to create our brand story for Seven Sundays ‘Everyday is a Sunday’.


Once the insights were developed a series of 3 territories for each Archetype aided the language and tone of voice to develop the brand idea.

In this busy, busy world people are seeking moments to connect with themselves and with their family.

Archetype: The Innocent
A sense of wonder with a clear perspective on what’s important; Wholesomeness, freedom and nostalgia for simpler times. Driven by optimism & purity.

Hand painted ingredients, simple clean communication of flavours plus the white pack stand out from its competitors is a refreshingly new way to invite shoppers into an authentic brand. It has made Seven Sundays a success at every level.