Harvest Snaps' Wholesome Packaging Inspires Consumers To Snack Without Compromising

Harvest Snaps is a brand that delivers consumers delicious snacks crafted with only plant-based ingredients. Yet, the brand wanted a fun way to share the snack with the UK snacking market, so they turned to Fun Agency for help. The design agency created a packaging design system that inspires consumers to snack without compromising. Through inspiring illustrations and playful colors, the packaging design invites consumers in and is comfortable enough for them to want to stay a while.

Working with the global snack manufacturing business, Calbee, we helped to drive their corporate vision of delivering healthier snacking alternatives for the UK healthy snacking market. Specifically launched to comply with the introduction of UK HFSS (High in saturated Fat, Salt or Sugar) restrictions.

Tasked with improving consumer appeal of the Harvest Snaps brand, we undertook a brand refresh that began with creating strong brand foundations to ensure all our development work was purposeful and strategically grounded. Confirming a clear competitive positioning helped shape a differentiating brand proposition; Snacking without compromise, that focussed on the plant-based goodness and bold flavours that the products delivered, and had wide audience appeal.

Strengthened with a carefully defined brand personality and tone of voice, the proposition was supported by the creation of a comprehensive messaging hierarchy that helped to define the key messaging priority, and this stage of work culminated in the compilation of practical brand guidelines that would later guide the development of effective brand communications across multiple formats and agency partners. Sarah Jarman Alexander, Partner and Design Director at Fun, said: “This was such a great project: innovative, better for you snacking, that taps into the widespread consumer trend towards plant-based products and the continued growth in holistic health and wellness.

Harvest Snaps delivers powerful flavours, contains only plant-based ingredients, and provides consumers with healthier alternatives. Delicious.' “The brand represents our most innovative UK launch, responding to a genuine consumer need whilst addressing current concerns around obesity” said Calbee UK commercial director Jon Wood Brand foundations in place, we then designed a full suite of packaging across 6 flavours and multiple pack sizes, including original illustration and on-pack photography, to reinforce our position in the everyday occasion snacking category.

Further development work included the creation of launch campaign and supporting collateral including trade advertising, on-pack sampling, point of sale materials and shelf-ready packaging, promotional activity, social media assets, and the production of product and lifestyle photography that will be critical in helping the brand engage with its audiences, and gather market momentum in the months and years to come. DELIVERABLES - Complete brand re-definition and proposition - Brand re-design across multiple packaging formats - POS - Trade and Consumer Advertising - Shopper Marketing Campaign