How do you keep the magic from page to plate.
Why, didn’t you know? By staying true to the Gruffalo! Since they first came to life in those deep dark woods, Julia Donaldson and Axel Scheffler's captivating characters have won the hearts of the nation's children and parents. So being tasked with bringing them to life for a new Gruffalo Feasting range of healthy snacks, juices and cereals was a big responsibility.
Since they first came to life in those deep, dark woods in 1999, Julia Donaldson and Axel Schefler’s captivating characters have won the hearts of the nation’s children and parents, so being tasked with bringing them to life for a new Gruffalo feasting range of healthy snacks, juices and cereals was - Oh help! Oh no! - a huge responsibility as well as an exciting challenge. Brand owners, Magic Light Pictures, wanted to retain the integrity and credibility of the brand by creating a range of wholesome products and pack designs that would reassure parents while exciting their children.
The story, full of favourite foods and rumbly tummies, is perfect for transferring from page to plate and our designs stay true to the original while giving lots of new opportunities for discovery - every time you look at the pack you notice something new, from an owl peeking out from a tree to a mouse cheerfully nibbling a nut.
The range is fun and imaginative, of course, but it’s also designed to appeal to gate-keeping parents. The rich colour palette feels natural with a sophisticated yet playful font. Easy navigation is extremely important for time pressured parents and the consistent banner device provides all the key information quickly and succinctly. Wherever possible clear packaging also allows parents to see the quality of the food inside.
What we did...
Brand Positioning. Brand Storytelling. Packaging.
Have you got the Gene?
Unilever wanted to launch a new campaign to reignite the Marmite brand, so we collaborated with another Omnicom agency Adam & Eve on the ‘Marmite Gene’ campaign which sought to demonstrate if there was any scientific evidence behind why people loved or hated Marmite. Our role was to communicate the science behind the Gene project in a uniquely Marmite way, whilst providing assets which could be used by multiple partner agencies.
We created the central graphical assets of the ‘Helix’ and iconic ‘Gene Pattern’. We created a design toolkit containing a number of design assets that were used across various brand activation touch points including packaging, direct mail, PR influencer presentation boxes and assets for use on the digital platform.
Marmite saw an 11% sales uplift on the back of the Gene campaign.
OurCreative. impressive right from the start and really understood the brief on this project. We worked collaboratively all through the project and I was impressed with how the team managed to meet our tight deadlines. The packaging across the three tiers looks fantastic and it’s easy for customers to understand and shop. I am looking forward to working with OurCreative. again in the future and want to say thank you for all their hard work on George Home. We are immensely proud of what we have achieved!
Lucinda Maloney, Brand Manager General Merchandise, Asda Own Brand Team
OurCreative. have been brilliant from the off. They’ve been the key to us creating a design we couldn’t be more proud of, and at the same time have been on hand to guide us on areas we were completely new to - from IP to print finishes, and everything in between. We wouldn’t be in the position we are now without them!
Miles Nurse, Co Founder, Cantina
Since OurCreative. were appointed, they quickly got under the skin of the business, brands and category. Briefs are not just met but provoke strong debates and push our boundaries to get the best outcome. It’s a testament to how effective and easy it is to work with OurCreative. that from the initial product have come many others.
Daniel Reeves, Marketing Manager, IPN - Inspired Pet Nutrition
Creative, resilient and most importantly, fast! Working in a fast pace, everchanging industry, you need an agency by your side that can understand and cope with it all to help you reach that brilliant, winning idea! A fun and hard working team that you definitely want in your corner!