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Eat Clean, Feel Good

PROJECT: New Brand Development
CLIENT: Bondi Organics

"We’re Alex and Codey - vegans, paleos, ketos, pescatarians and vegetarians! (Flexi-tarian).

You’re laughing, because we’re relatable. We’ve gone on and off just about every diet, searching for that ultimate feel-good, clear headed, energy filled lifestyle that every diet promises to deliver. What did we find? It never happened!

Over the years we’ve developed a blend of healthy eating and lifestyle habits from all of the “science backed” diets we’ve tried. So we went on the hunt for plant based flavours and ingredients that were raw, unprocessed, beneficial and incredibly tasty to create the worlds healthiest all-round snack bar…and guess what? We did it.

Perhaps we should’ve called it the impossible bar?! Seriously, it was like cracking the Davinci code. We persisted merely because our Vegan counterparts told us it wasn’t possible, but alas they ate their words (and plenty of our bars).”


– Alex & Codey, Bondi Organics Founders

Bondi Organics approached Engineroom Designto create a unique and vibrant packaging design for their new range of Superfood Bars that captured their all-encompassing healthy vision and positioned them as a credible and trustworthy choice for both customers and distributors.

We gave them a bold and eye-catching look that provided continuity for their range and differentiation between products and flavours. While our research gave us a strong strategic positioning that was relevant to their target audience and gave the brand stand out in its category.

The final design solutions gave Bondi Organicsthe impact they needed to hit the crowded Healthy Snack Bar market with confidence, a point of difference and a clear vision of who they are as a brand:

“We are in the business of vitality and abundance…good food and good fun.”

– Alex & Codey

THE CHALLENGES

In 2020, Bondi Organics were a start-up business trying to break into the highly saturated Healthy Snack bar market in a year that was like no other. Having worked in this category before, we knew the challenges.

- Consumer fatigue and cynicism with health claim-based messaging meant there was inherent negative assumptions which we needed to overcome.

- Healthy snacks are a hugely competitive category that transcend a wide range of products and segments not just bars).

- The design needed to stand out against other health products as a new brand to market, whilst still being portrayed as a quality offer with enough health credibility to convince stockists to give them a chance.

We knew there were 3 key segments in the Healthy Snack Bar market, categorised by consumers perceptions of food as an aid to health and fitness:

Mainstream | Discerning | Functional

Bondi Organic’s approach to natural, raw ingredients and added probiotics could have seen us position them in either the discerning or functional categories, or somewhere in-between.

As the 2 categories have intrinsically different visual characteristics, we decided through our concept exploration, we couldn't successfully appeal to both categories and still portray a clear brand message to the market.

BRAND POSITIONING

We knew from research that ‘balance’is a key component to living a healthy lifestyle, and that this message is more trusted by consumers.

This aligned with Bondi Organic’s values; wholistic wellbeing and raw, unprocessed food that makes you feel good within yourself.

We decided to drive this single-minded message to the consumer and position the bars firmly in the Discerning Healthy Snacking category.

THE TARGET

Adding to this strategy Bondi Organics wanted to market to men and women. We had to appeal to both their motivations and perspectives on food when it came to health.

Knowing women are taste and ingredient driven, we wanted our creative solution to be visually full of flavour, with a strong link to taste and natural ingredients.

The design equally couldn’t be being polarising to men. Since men are more functional, with a ‘no-nonsense’ approach, we also wanted to keep all health claims simple and to the point.

This simple communication had the added benefit of reinforcing the credibility and authenticity of the Bondi Organic’s brand helping to counteract any negative assumptions that come with the category.

Creative Concept & Positioning:

Working closely with Bondi Organics, we decided to name their snack bar range ‘Superfood Bars’ as it not only lent itself to their wholistic wellbeing approach, injecting energy and vitality into the name, it also suggested a functional benefit.

We chose to position this range name below the variant descriptor to hero the flavour and elevate the ingredients further. To reinforce our single-minded approach, we kept product benefits consistent across each variant, vegan - dairy free - gluten free - paleo - raw + probiotic.

A key feature of the packaging design is the unique pattern. This initially started as an abstract pattern that was consistent on every variant with only a colour change to distinguish between flavours. In order to enhance the flavour profile further we diversified the pattern between variants adding ingredient specific illustrations.

The variants were also communicated visually by using bold colours that were bright and punchy but not polarising to the unisex audience. We purposely chose colours that worked as a range, yet strongly differentiated between flavours. We ensured the designs always included a hit of green to tie in the plant-based positioning and link to the brand colours.

This approach to pattern and colour achieved a fantastic sense of fun and energy which we balanced with a clinical, clean typeface to add credibility and a scientific backing.

RANGE EXTENSION:

We extended Bondi Organic’s product offer with a range of plant-based organic protein powders. We wanted to stay true to the flavour driven style of the bars, whilst giving the powders a slightly more masculine and clinical feel.

Protein powders are typically positioned in the functional category, with metallic colours and overt dessert imagery being the category norm. Bondi Organic’s organic positioning didn't align with this aesthetic. Instead, we opted for a subtle nod to the category using a hit of metallic in the icons and incorporating simple illustrations that reference dessert flavours.

This approach sees the design stand out from its competitors, while sitting within the Bondi Organics product family.

Since the design of the packaging, we have also assisted Bondi Organics to extend their identity across CDU’s, website imagery and trade flyer.

RESULTS:

Bondi Organics’ product packaging sits boldly within its category providing an eye-catching solution which has ultimately driven sales since their launch. Feedback from customers and distributors has proven that their brand message is conveyed effectively, and that the health benefits of their products are easily and quickly understood by the consumer.

"Our business objective was to convey a company profile that produces high quality, standout products within a saturated market. There was also a strong emphasis to drive the branding in a direction that was slightly daring and different to other natural/organic brands.

These objectives were met and exceeded.

Since our launch in October 2020 we have secured over 100 stockists and 4 major distributors covering both the eastern and western seaboard. We have collaborated with multiple social media influencers who were initially drawn to our branding and packaging.

Distributors and major retail chains have told us that the reason they have taken us on as a start-up is due to the exceptional quality of our packaging design and that the packaging easily and effectively conveys the brand message.”


- Codey & Alex, Founders of Bondi Organics

OUR DELIVERABLES ON THIS PROJECT

Concept Development

Concept Development

Artwork

Artwork

Brand Guidelines

Brand Guidelines

Illustration

Illustration

Logo Design

Logo Design

New Product Development

New Product Development

Range Extension

Range Extension

Web Design

Web Design

Identity

Identity

Print Production

Print Production

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