Agency: Onfire Design
Creative Director: Matt Grantham
Design: Matt Grantham
Design: Georgina Brothers
Design: Michael Nicholls
Location: New Zealand
Project Type: Produced
Client: Walter & Wild
Product Launch Location: New Zealand
Packaging Contents: Yoghurt powder
Packaging Substrate / Materials: Plastic pouch
Printing Process: Flexography
We have been working with the Walter & Wild team refreshing core ranges within the Hansells brand. Decluttering and connecting products back to their authentic ingredient roots, the Hansells brand now has new vigour and a renewed ‘foodie’ energy with a subtle nod to the past.
The much-loved powdered yoghurt range was suffering from front pack message fatigue, trying to say everything but failing to connect with the modern DIY foodie. Taking cues from our work on the brand’s cordial range, we applied a simple soft colour coding system, simplifying variant callouts and edited the health cues to the main purchasing drivers. While introducing new textural flavour illustrations to create shelf stand out, another key requirement was to bring equal relevance to the two yoghurt styles in the range, Greek and Thick & Creamy styles. Previously the distinction was lost in the clutter; the Greek is now defined by coloured stripes, taking literal inspiration from the Greek flag.
Hansells is now the new relevant brand in the category, looking as good on the shelves as it does in New Zealander’s pantry’s.