Designed by Coats Design, New Zealand.
Designer: Matt Grantham
Additional Credits: Dan Leggett / Natalie Hunter / Rob Coats

Continuing on the success and new buzz created around the rebrand of Hubbards and the launch of the Amazing Muesli Range, the other existing products and sub branded products in the Hubbards portfolio are being revitalised and repositioned.

One such range is the newly created Hubbards ‘Originals’ range of mueslis. This is a range that rationalises and brings previously unassociated products under one banner. With fiercely loyal followings and much loved formulations, these products consist of some of the very first sub brands to be launched by Hubbards.

Coats Design’s challenge was to bring a tight knit family cohesiveness to what was a mismatched and dated collection of packs.

The solution: borrowing heavily from the cosmetic look and feel of retro screen printing and the happy/accidental ink misregistrations that happen when this is manually done which create a unique, bold colour blocking system to tie the family of five mueslis together. Quirky and rustic typography combine with a symbolic (non photographic) bowl and spoon, adding further layers to idea of these products being loved ‘throw backs’ to the early days of the brand.

The overall look and feel expands on the new Hubbards quirky and unashamedly kiwi ‘can-do’ tone-of-voice. Hubbards is, and always has been, a challenger brand in the New Zealand cereal aisle, up against the international brands. Hubbards Originals further cements this position. All new packaging now speaks to Kiwis on a very personal level and every facing is utilised as an opportunity to talk to their consumers.

Before (left) and After (right)

via Packaging of the World – Creative Package Design Gallery