by Barbara Zandvliet on 09/17/2014 | 2 Minute Read

Online food retailer Yousli enlisted brand agency HubGroup to design packaging with a spark of personality for their line of breakfast cereal products. 

The agency's biggest design challenge was to create a package that could withstand the wear and tear of local and interstate postal delivery and be as sustainable as possible, while keeping the contents fresh.

"Yousli delivers fresh whole food muesli direct to your door anywhere in Australia. With the brand essence being ‘feel good food’ it was top of mind for us to bring a big smile to the brand, to represent all the good things inside and the way you feel after eating a great healthy breaky [breakfast]. We loved the idea of opening your pantry in the morning and having a little someone smiling right back at you." - HubGroup

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HubGroup developed the packaging as a strong, extra thick cardboard tube with a plastic lid and a sealed fresh sticker, all made from either 100 percent recycled or recyclable products, with a foil lining inside to keep the muesli fresh. The packaging also acts as a brand mascot for stronger social media exposure and to ramp up the brand's personality and profile. 

The tube design also makes the muesli easy to pour and the tight fitting forged plastic lid makes it very easy to seal and re-use the product. The design is also a convenient way to help consumers save space in a crowded pantries. 

Agency: HubGroup City: MelbourneCountry: Australia

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