Fresh from the Field — Imagine What’s Possible by Onfire

1 year ago by

With a practice focused on Fast-moving consumer goods, Onfire is undoubtedly a leader in the market. They have a rigorous understanding of the competitive retail sales environment and ensure brands dominate their categories, while commanding attention in crowded supermarket aisles. This Fresh from the Field spotlights Packaging, Identity and custom typography (and type design!) for Hubbards Muesli which was recently awarded Bronze, by the World Brand Design Society

The Brief:

‘Imagine What’s Possible’ marks a new brand journey for the iconic New Zealand brand Hubbards. Backed by innovative product development, Hubbards is on a mission to reimagine how the ‘breakfast’ world looks for the consumer with a restless and inventive energy. To propel this journey Onfire were tasked with evolving the current brand. It was essential not to lose focus of Dick Hubbards founding principles, instead to give his creative streak and daring personality a new focus.

The Response:

A refreshed brand logo refines the existing typography, black is used instead of brown for ease of use across multiple sub-category ranges. A new brand toolkit was developed which includes a brighter colour palette, product and brand message icons along with its very own bespoke font – Inventive Sans.

First products to market are the new Amazing Muesli range. Maintaining the now-iconic box format and macro ingredient photography, all elements on the front of pack have been refreshed and simplified to create a stronger shelf impact. The new inventive tone-of-voice is brought to life on the back of packs, each product with its own expressive typography and punchy copywriting. Brighter, fresher and ready to help consumers get the best start to their day.


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