Blue Dinosaur Is Bright, Bold, and Wholefood Fun

by Shawn Binder on 07/29/2020 | 2 Minute Read

We're digging the whimsy and fun of the Blue Dinosaur packaging design. The beautiful cursive, white type logo brings a level of Ethos to the brand that reflects it's wholefood background, while the colors and hand-written type showcase the target demographic of Blue Dinosaur. Sophisticated, healthy snacks have never had more fun. 


Frost* takes Blue Dinosaur into the future with a strategic repositioning and comprehensive redesign.

Frost* has partnered with Australian health food company Blue Dinosaur to reposition the brand and redesign its packaging to highlight a clear and compelling new proposition.

Blue Dinosaur’s bars are handmade in a bakery, with no more than seven wholefood ingredients in each bar. Valuing the subtlety of the human hand and the goodness of carefully sourced individual ingredients, Blue Dinosaur uses no binders, preservatives or artificial agents in its recipes.

In an increasingly crowded health food market, and with the proliferation of nasty ingredients in so-called ‘healthy’ snack food, Blue Dinosaur’s approach is truly unique and its bars are not just tasty but actually nourishing.

The new visual identity centres around the brand idea of ‘Just like I would make it at home’, placing Blue Dinosaur’s unique approach at the heart of the brand. A brighter, bolder and simplified pack design puts the hand-baked process and clarity of ingredients front and centre, while the previous muscular and hypermasculine blue dinosaur logo has been refined in a move away from sports and training associations.

In line with design changes, sustainability improvements have also been made. New boxes will be made with less material and contain a minimum of 80% recycled cardboard, as well as using natural, soy-based inks for printing. A callout that wrappers can be recycled with other soft plastics is also communicated on pack.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

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