Brandon recently designed the identity and packaging for Atkins Nutrition's new sub range of carb-lite, low sugar, gluten free bars, 'Atkins Harvest.' The new range aims to move Atkins into the gluten free aisle, as the trend for healthy eating continues to sweep the UK.
Working to create a design that best reflects the products and their health benefits, Brandon moved away from the bright, vivid colours that fills the gluten free aisle to a more transparent and natural look. A clear window dominates each wrap to clearly show the snack bar itself and its ingredients of nuts, seeds and fruit, which are all gathered and foraged naturally, ensuring the best of nature is used.
A two-leaf graphic device sits at the top of the window and, at a glance, communicates the two key messages of carb-lite and 4.9g of sugar per bar, whilst the wider benefits are positioned under the title branding, where Harvest comes first, and Atkins second.
"We wanted to let the naturalness of the products speak for themselves and the use of a large window to clearly display the bar, allows that immediate transparency," explained Steve Conchie, Creative Director, Brandon. "A simple colour palette of white, with three earthy shades communicates the three flavour variants, creating a much more product-reflective approach.
"Due to the many health benefits of the product, it would have been easy for the packaging to have been flooded with messages, making it over-whelming for people to decode at speed. The simplicity of the transparent window, ingredient cluster and leaf graphic for the two key messages ensures the benefits are easily communicated."