The Collaborators’ packaging design for Giant Bar reflects a strategic rebranding effort. Focusing on the big portion size, high-fiber oat appeal, and diverse flavors, the design emphasizes Giant Bar’s boldness and taste. The packaging proudly positions the brand as a ‘Full-on Flapjack,’ steering away from oats, cereal, or seed bars. Creatively, the agency adopted a bold and bright approach, incorporating a light-hearted tone of voice, resulting in packaging that exudes personality and leaves a significant visual impact.

Sam, founder of a successful contract manufacturing business and maker of the Ma Baker range of oat bars, realised he needed a ‘proper’ brand to drive margin, guide future NPD development and expand distribution. Our task: to rebrand Ma Baker and its most popular product, Giant Bar, a ‘big eat’ of a flapjack with an almost unlimited number of variants and well-established on-the-go distribution.