Creative Agency: Saltmine Design Group
Project type: Commercial Work
Client: Goodman Fielder
Location: Australia

Sydney brand design agency, Saltmine Design Group, announces two new projects for client Goodman Fielder, both on their well-known MeadowLea brand.

MeadowLea ‘Buttery’ is the delicious spread with a buttery taste and the added benefits of being 65% less fat than butter and easier to spread. Saltmine were briefed to update Buttery’s visual identity as it moved from a round to rectangular packaging format and expanded the range to include a new variant ‘Buttery Whipped’.

Saltmine’s strategy evolved the Buttery design to position MeadowLea as an innovator within the category, reigniting consumer interest within the segment via bringing to life the strong taste and texture credentials of the Buttery range. The result is a commanding visual identity, featuring an eye-catching yellow swirl which changes out on each variant to connote the rich, indulgent product on the Buttery pack and the light and fluffy texture for Whipped.

In addition to the tubs, Saltmine designed a range tub inner liners with serving suggestions for each of the products. These included mouthwatering images of Buttery on top of hot corn on the cob and warm muffins, amongst others.

Saltmine’s next brief from MeadowLea was for the innovative, new MeadowLea Breakfast Twists range, the delicious spreads that are sure to get the whole family smiling.

MeadowLea know from research that mums are seeking breakfast inspiration for their family and as a result MeadowLea Breakfast Twist are introducing three ‘twists’ flavours (chocolate, caramel and cinnamon) to help ensure kids get a great start to the day! They can be used in a variety of ways, including on toast, crumpets, pancakes, waffles, or even on a sandwich for a lunchbox delight.

Saltmine added family fun to the design by creating a character for each flavour which doubles as creative inspiration in the kitchen for mums. The cute Caramel Crumpet Bear, Cinnamon Pancake Face and Chocolate Robot Toast characters feature on the tub packaging, as well as the tub inner liner.

Goodman Fielder Senior Brand Manager, Jacqueline Nalder, said "The MeadowLea Twists and Buttery jobs were the first time we've worked with Saltmine on the brand. I think they really understood our brief and we're delighted with the result."

Both Buttery and Breakfast Twists are available in major grocery chains from September.

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