Bran is one of those breakfast foods that many know is good for gut health, but are put off by the taste and texture. Kiwi cereal brand Hubbards set out to redefine bran’s taste and texture, and tasked Onfire Design to communicate to the millennial consumer that Bran-ola “ain’t your grandma’s bran,” through packaging.
The Bran breakfast food category in retail has several conventions that have defined the packaging; challenging these conventions were the opportunity for Bran-ola to stand out and challenge the status quo. Retaining the now-iconic pack shape of Amazing Mueslis, a new punchy millennial-focused attitude was created for the range. Bold typography contrasts against competitor brands, while short and sharp copywriting utilises the recycled brown card stock to highlight the fact that the product does not taste like its box (a cliché that has always defined Bran – health product that tastes like cardboard). Eye-catching bright neon colours denote flavours and disrupt on the shelf, proudly shouting out amongst category standard shades of browns, yellows and purples.
“‘Hubbards has always challenged market conventions in New Zealand’” says Matt Grantham, Creative Director of Onfire Design. “From Dick Hubbard’s first mueslis’ in the 80’s covered in intricate fine art works, to the category-defining box shapes of Amazing Mueslis’ in 2012, the brand has always been the local hero innovating and challenging incumbents through design and product development. Bran-ola is the next stage of this journey.”
Using Hubbards breakfast food knowledge and expertise in creating delicious granolas, Bran-ola is the fusion of the good gut health benefits of fibre-rich Bran with granola-style flavour and textures. An innovative product for a category recognised for healthy products but lacking in ‘yum-factor’.
With packaging that is so different, it is important to tell and reassure the consumer that while Bran-ola delivers exciting flavours, it has all the excellent gut health benefits which are expected of bran. This story is told in with a quirky pictorial gut journey on the back of pack, with copywriting and modern icon-style illustrations visually explain the benefits of eating Bran-ola. Category defining product innovation from Hubbards, game-changing bright neon colours and messaging to tell a unique and memorable story. Hubbards Bran-ola stands out on the shelf by NOT being your grandma’s bran.”
