Re-energising Tribe’s packaging
Tribe
More energy, less fuss
Tribe approached Onwards with the brief to refresh their product packaging and make the design more impactful.
The updated packaging focuses on simplifying the original design, boosting the energy and importantly, amping up the taste factor.
DESIGNED AT ONWARDS
Packaging
Art direction
Illustration
Many of the existing Tribe brand components remained the same, but they needed to work a little harder. Our approach was to clean up the illustrations, make the typography bolder and add more vibrancy to the colours. All this made the overall design more impactful and much easier to digest (pun very much intended).
Second to simplifying the design, we looked at how the packs can feel tastier and more indulgent. The flapjacks genuinely taste great, but the old CGI renders lacked real tastiness. We worked with one of Tribe's photographers to capture some mouth-watering shots of the flapjacks.
The flapjacks sell both individually and in packs of three, so the design needed to translate with just as much impact for the outer pack. Competition is fierce in this space, therefore being big and bold with all the brand elements was critical for maximum standout.
Tribe have a fantastic in-house team that took on our refreshed design and have been applying it to new flavours like the Choc Hazelnut above as well as shooting their own products.
After working on the new design of the Tribe protein flapjack packaging, we applied the refreshed look to their protein muesli range. The same principles applied and we focussed on maximising the impact and energy of the packs on shelf.
CREDITS
Design: Joe Smith (Onwards) & Dom Edwards (me)
Art direction: Joe Smith (Onwards) & Dom Edwards (me)
Photography: Tribe