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Nature Valley Cereal Bars
Nature Valley had a unique selling point – the fact that it was crunchy rather than chewy and soft. However consumers were not getting this from the pack communication.
There were also some other fundamental issues. The design was seen as old fashioned, unappetising and artificial rather than natural and delicious.
Project Scope
Pack design for the EMEA region. The brand logo and green visual equity had to be retained.
Main Questions
- What communicates natural across different European countries?
- What conveyed appetite appeal in cereals bars across Europe?
- Why was the crunchy descriptor not being seen and what needed to be done to make it be noticed?
