Fresh From The Field — Hubbards Very Fancy Granola – By Onfire Design
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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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.
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.
The Design Team
Creative Director: Matt Grantham
Team Members: Matt Grantham, Curtis Walker
The Client Team