Agency: Morillas Branding
Lettering Design: Marion Cardona
Project Type: Produced
Client: B3TTER Foods
Product Launch Location: Spain
Packaging Contents: Dates and nuts bar
Packaging Substrate / Materials: Plastic
Printing Process: Digital
Nowadays, we live in a context where people look for alternatives that helps them to live a healthier and more conscious life. Here’s where B3TTER come to action, a food brand that was born as a healthy alternative to conventional snacks. They have just launched their first line of bars and a cocoa cream 100% natural and sugar-free, ensuring its original taste.
Our challenge was to shape a new brand and packaging identity that would convey its authentic flavor and its contemporary personality. Moreover, this new brand must connect with young adults in a close and bold way.
Hence, our design team worked with the brand to shape an outstanding identity. For the logotype, we used a condensed typography that allows us to build a strong wordmark for a small package. Its enlarged proportions, the accentuated curviness of the letterforms, or the exaggerated inktraps of some of the characters, works towards the creation of a disruptive approach, and a proprietary and prominent identity. The package design needed to convey a sensation of crunchiness and naturality, we achieved this feat by generating a burst of ingredients emerging from B3TTERS logotype, enhancing the irreverent character of the brand and the packaging appeal.
This proposal accentuates the flavor of the product by using a range of powerful and bright colors that also divide the product range. In addition to the color segmentation, we created a custom lettering for each product, giving a proprietary and direct style to help consumers identify every product range.
This combination of elements lands in a relevant and disruptive brand that reflect its fresh essence and reach its audience. A visual proposal that won’t leave anyone indifferent.
We generated a series of visual assets already adapted to Instragrams square format in case you want to publish the project on your IG account: https://we.tl/t-0eYQa601yw