Fitness.
Included
Brand strategy / Brand messaging / Packages design
The client
In this school project, we collaborated with Nestle to create fresh packaging for their Fitness breakfast cereal. Nestlé aimed to boost its position in the market through this redesign. The new design needed to grab the attention of shoppers, positioning itself as the top choice for breakfast cereal without losing its brand identity.The work
The packaging had to convey a sense of being locally sourced and organic. It should exude confidence and highlight the high fiber content. Honesty, transparency, and purity were key concepts we kept in mind as we developed a design that embraced a local, handcrafted vibe. The overall design features a watercolor composition in shades of gray and nude, complemented by a pair of hand-illustrated cycling legs. The goal was to evoke a feeling of both strength and pleasure. The typography takes up a significant portion of the design, using words to describe the product's qualities. When combined with the illustration and watercolor, it strikes a pleasing balance between rustic and modern. We opted for the Amatic sc font for the packaging. It's a script font with a handwritten look that emphasizes the product's unique selling points (USPs) without appearing overly bold or flashy.
The saffron yellow color, along with the packaging material, strikes a harmonious balance between natural and modern. The color brings to mind fields of wheat-yellow in the summertime, while the watercolor introduces a fresh and unique aspect to the otherwise uniform range. We've employed 310g recycled fiber with an inner barrier to avoid the need for a separate bag inside the package. The design of the box includes a pour spout, and its rounded top evokes the familiarity of muesli bags to fit into this segment. The square bottom adds strength and confidence to the packaging. The new design is also more compact than the previous one, which serves a dual purpose – saving on materials and conveying a sense of stability and trustworthiness. We've integrated a user-friendly pouring spout at one end and a resealable feature to prevent flakes from spilling out.