The new range needed to be clear about its offer of Just Add and its choice of sweet and savoury combinations. Yet it still needed to be part of the Munchy Seeds stable.

Munchy Seeds already had a clear set of visual equities. These needed to be used to maintain brand recognition. Yet the range had to clearly differentiate itself from the core range. The first consideration was the use and application of the Munchy Seeds identity used on the core range. It sat in the middle of the pack and used outer seeds around it, meaning it took up a lot of space. Not ideal if the new range needed more space to present its different offer. So the identity was tweaked to condense it yet still retain its integrity. This not only created more space but it also allowed the identity to integrate more with the pack’s graphics.

A range of colours, graphics and food imagery were explored to bring to life the Just Add idea and the delicious serving suggestions that were possible with the sweet and savoury combinations.

Following the launch, this is now one of Munchy Seeds’ best selling ranges.