Crunchy new edition to Hubbards Amazing Muesli

With the continued success and sales growth of Amazing Muesli (#1 muesli in New Zealand retail), the Hubbards team are always looking for ways to innovate and surprise the muesli consumer. Recently there has been a noticeable consumer shift to mueslis that are crispier, chunkier and consist of a greater portion of whole foods. The Amazing muesli range has always had a good level of flavour and texture, but with this new insight there was an opportunity to push the product offering and bridge the gap between the mueslis and the new superstars in the product portfolio - Granola’s. 

We were tasked with developing a design that sat comfortably within the existing range but clearly differentiated the product offering, playing up its unique proposition. 

Since its launch in 2013, Amazing Muesli is recognisable by its large, macro photography of fruit and nuts on the front face. The challenge was how to adapt this. Commissioning artist Ivy Niu, we reinterpreted the hero product image, swapping out photography for Ivy’s whimsically playful and (more importantly) textural style to capture the crunch factor of the 2 new products. Along with new on pack messaging the new Clusters are an exciting new addition to the much loved Hubbards offering. 

Vanilla & Almond and Raspberry & Cacao Amazing Clusters launched into retail mid August. 

onfire design hubbards clusters packaging deisgn 1
#373 #374 #375 #376 #378

Share This Post:


You might also like…

Onfire Design Dieline Awards First Place Luxerose Packaging Design RGB Onfire Strikes Gold!

The benchmark for impeccably designed packaging of consumer products, The Dieline Awards recognise the absolute best from designers and design agencies worldwide.

onfire design vitasport branding packaging design 5 Giving Vitasport a competitive edge

As part of our work with Walter & Wild refreshing the Vitafresh brand, we were tasked to redesign its sub-brand, Vitasport. Sitting in the same ambient category this range is separated from the highly competitive RTD brands in the drinks aisles of supermarkets. But it still needed to speak the same modern sports language as these other national and international electrolyte RTD brands.

onfire design IdN magazine 1 Onfire Design featured in IdN Magazine

We’ve just got our hands on the latest IdN 25.3, an international design magazine, all about packaging design featuring some of our work from 2018. It's cool to see New Zealand design getting some coverage.