WonderlandWPA redesigns food brand identity

Southern Alps is launching a redesigned range of muesli and granola at a more competitive RRP, with positioning, identity and packaging designed by WonderlandWPA.

WonderlandWPA was appointed by Southern Alps in November 2009 after approaching the company directly.

The Southern Alps range of muesli and granola started out as a homemade snack for Lotte Garner's family in 2001 and is now popular among consumers in the UK and beyond.

By late 2009, Southern Alps found that retailers and consumers were attracted to the product and its ethical and sustainability credentials.

However, there was a disconnect between this and the brand's identity and packaging.

Consumers also found the large number of muesli and granola variants confusing.

With ambitious growth plans, these issues needed to be addressed.

Initially focusing on muesli and granola, the result is a new strong brand with the depth of a true proposition, values and personality that invites engagement with retailers and consumers.

WonderlandWPA identified the starting point of this redesign as the Southern Alps slow-dried fruit process.

The company uses fresh fruit dried only with warm air to retain maximum flavour and nutrition.

This differs from other dried fruit, which is normally of process quality and is then washed, cut and dried quickly under high heat, with sulphur dioxide and sugar added to bleach out bruises and to act as a preservative - resulting in a loss in flavour and nutrition.

WonderlandWPA partnered Southern Alps to: define the brand's proposition and new tag line, 'The best taste under the sun'; rationalise the muesli and granola ranges from dozens of variants down to just three; design a quirky but intelligent identity based around the positioning and apply it to a website, sales presenters and bi-monthly newsletters; and create a new pack design that is flexible enough to extend beyond muesli and granola into the other Southern Alps ranges.

The front of the pack has clear branding and focuses on the slow-dried fruit, along with a front window offering a view of the product.

The back of the pack features stories about what makes that specific slow-dried variant so special, along with provenance and sustainability credentials.

'Our new positioning, range rationalisation, identity and pack design have resulted in a high response from the trade; every single retailer has been positive about the new look and we've also got listings in Ireland for the first time,' said Lotte Garner, founder of Southern Alps.

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