Product category:
Design services
News Release from: Ziggurat Brands
Edited by the Marketingservicestalk Editorial
Team on 10 September 2007
Munchy Seeds enjoy Ziggurat makeover
Ziggurat Brands' identity and pack design for Munchy Seeds encapsulates the idea of nutritious nibbling with the consultancy's characteristic wit and commercial acumen.
Observational study and consumer workshops revealed just how peckish people get when they see and taste this delicious, healthy snack The new Munchy Seeds tubs, which will be launched in September, feature a host of hungry birds created by hand models and a skilled body painter
This article was originally published on Marketingservicestalk on 8 Feb 2008 at 8.00am (UK)
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A toucan, goose and rooster appear to peck at the Munchy Seeds typography, which also features seed-shaped counters in the lettering.
The Munchy Seeds branding also incorporates other hand-animals - zebra, horse and crocodile - which unify the product range and ensure consumer recognition via the single creative idea.
It has immediate impact, effectively disrupting the fast growing seed category.
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The branding works across all marketing collateral and will appear throughout corporate stationery and website communication.
Munchy Seeds is a proprietary brand and a market leader in the healthy snacking sector.
Its owners, Lucinda and Crispin Clay, developed the product from a recipe originally conceived in New Zealand by Lucinda's grandmother.
The brand has been trading in the UK for some years and is well regarded by health food aficionados.
As interest in healthy snacking and nutritious nibbling has accelerated, the Clays decided to create a definitive brand identity for their business.
Ziggurat and Munchy Seeds conducted workshops to understand the consumer's mindset and category nuances, ensuring that the client and the agency shared an understanding for the brand's essence and desired brand positioning.
It was not surprising that the workshops revealed that many parents are increasingly health conscious, wanting to encourage children to eat nutritious foods.
Whereas some competitive products drive the message about the goodness of seeds in an almost evangelical way, as evidenced by the worthy styling of packaging for many health food products, Munchy Seeds take a playful and emotional route with branding that suggests a fun and friendly character that will appeal to everyone.
With a creative focus that took 'mindful munching' as its starting point; the bright colour palette, the typography and the photography creates a cohesive range that oozes desirability.
The exuberant and eccentric personality is destined to drive consumer interest and loyalty which in turn will build a successful brand and business.
From start to finish the project has been a collaborative effort.
Lucinda Clay modelled for the toucan, and two of Ziggurat's team also feature as animals.
The body painting was created by Emma-Jane Cammack, with photography by Ben Monk.
Ziggurat's director, Kellie Chapple, is delighted with the Munchy Seeds outcome: "All of the team, from planning to creatives, have enjoyed working with Munchy Seeds and the result supports Ziggurat's reputation for meaningful branding and design that genuinely reflects a brand's ethos.
"Adrian Collins, Ziggurat's Managing Director, describes the philosophy as 'putting a smile in the mind' and through this the packaging will immediately draw attention and create brand awareness.
"The strategy to provide a distinctive position for Munchy Seeds is self-evident and should contribute to the success of the brand as it takes ownership of the snack seeds category".
Clay said: "Ziggurat's creative credentials were a natural fit - we felt confident that they understood our ambitions and were able to devise and carry through the brand restructure that reflects Munchy Seeds' emotionally engaging 'nutritious nibbling' ideals.
"The design elements work individually and collectively, providing us with the framework to create new products and packaging variants within a signature family.
"The response from our existing outlets is extremely positive, and it is very exciting to anticipate what will happen when Munchy Seeds are listed in major supermarkets in the autumn.".
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