Fresh From The Field — Hubbards Very Fancy Granola – By Onfire Design

7 months ago by

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.

Influenced by the psychedelia art of the 1960’s, Onfire create packaging design for Hubbard’s Very Fancy Granola – a product that blurs the lines between dessert and breakfast.

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The Brief

Say hello to something a bit special. The team at Hubbards got a little bit carried away by combining their crunchy granola with dessert-worthy ingredients and recipes. The result is three outrageous oven-baked decadent, chocolate-infused granolas. Onfire were tasked with developing the packaging for this very fancy range that blurs the lines between desserts, snacking and breakfast while retaining core sub-brand assets and communicating the indulgent experience of each flavour combination.

Image of Very Fancy Granola Package  next to graphic "The delicious zing of freeze dried raspberries, cranberries, and decadent white chocolate chunks, blended with our spectacular crunchy granola."
Detail of Very Fancy Granola pouring out of the bag
Image of Very Fancy Granola product range next to an image of a women dressed in furs reaching her hand into a bag of Very Fancy Granola.

The Design Response

Leaning into the dessert experience, Very Fancy Granola is all about the elevated dessert flavours. Dark milk chocolate brown replaces the beige used on the core range. The previously straight rectangle flavour stickers are softened, forming organic shapes referencing soft milk chocolate ingredients. Flavour illustrations are maximalist in style – referencing the lush.

Flavours and a mix of chocolate, granola, nuts and fruit, they are influenced by the psychedelia art of the 1960’s. Oversized ingredients float among ripples and waves of rich and vibrant colours that are playful, as expected from Hubbards, and indulgent. The result is a niche range of granolas that is the new sweet treat, whatever time of day.

Image of a man in fur eating a yogurt bowl with Very Fancy Granola next to a product image of the Very Fancy Granola Milk Chocolate & Almond flavour.
Details of illustrations on the Very Fancy Granola packaging next to an image of the full illustration. Illustration of raspberries floating in a sea of pink and white chocolate.
Packaging illustration of almonds and chocolate glistening next to image of product.

The Design Team

Creative Director: Matt Grantham
Team Members: Matt Grantham, Curtis Walker

https://www.weareonfire.co.nz/
https://www.linkedin.com/company/onfire-design/
https://www.facebook.com/onfiredesign/
https://www.instagram.com/onfiredesign/

The Client Team

Hubbards

Collaborators

Elise Hislop
Yuki Sato


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