Smith’s Snackfoods Australia commissioned thINK to rebrand their iconic New Zealand Grain Waves brand for launch in Australia; then re-launch in New Zealand.
As Grain Waves is a “better for you” chip, a new and different look from the ‘category norm’ of chip branding was needed.
The key challenge was to make the Grain Waves brand look like an everyday chip; be visually appealing and communicate “better for you” snacking with strong ingredient and taste cues.
This was a multi-dimensional design challenge, to position the Grain Waves brand between Smith’s gourmet Red Rock Deli range and Smith’s traditional chip ranges, to avoid cannibalising sales within their chip portfolio.
Our design solution also required flexibility for additional and unknown flavours in to the future.
Deliverables: Branding, pack designs, branding guidelines, website, and sales collateral.
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Andy is a very fresh thinker. He really understands the briefings, throws himself full of energy into the new challenge and comes with very refreshing ideas. He is pragmatic, flexible, has a healthy dose of humour and always adds a touch of je-ne-sais-quoi that results in modern, honest and authentic designs
thINK made a real difference to our business, helping us transform brands to market leaders and tell brand stories in new and compelling ways.
We used thINK at Coca-Cola to create concepts for new products and packs. If you’re after plenty of creative options based on clear strategic thought, without taking ages or spending a fortune, it’s worth giving Andy a shout.
thINK is the best brand and storytelling consultancy I have worked with.