With interest in eating healthy, clean and natural foods growing exponentially, the fruit, grain and nut snack bar product segment is frankly, one tough nut to crack. HoneyBar had been established for decades and had the unique sales proposition of using only honey as a sweetener and binder, but with significantly increased competition, it was getting lost in the mix. Here’s how greenmelon helped HoneyBar rebrand and immediately see the benefits of a new look and a new approach.
|Brand Identity | Packaging Design | Digital Asset Creation | Retail Display/POP
the power of rebranded packaging
Beginning with simple sketches, the HoneyBar brand was brought to life through creativity, collaboration, and critical thinking. A new logo gave the impression of spilled honey, but without the tired bee imagery, to appeal to a more sophisticated and knowledgeable consumer. Use of the tag line “Always and only honey” reinforced the bar’s unique sales proposition. An updated colour palette for each flavour—including three new ones added to the company’s much edited product line—made for significantly increased shelf visibility and easy flavour identification. Branded bulk boxes increased brand messaging at store level and simplified merchandising for retailers.
“We have seen a 20% growth in sales since we’ve launched the new packaging. Greenmelon has an outstanding ability to take a vision and create a unique brand design that can be applied to a variety of different platforms.”
— Michelle Lopes, Canadian Brand Manager, HoneyBar Products International Inc.
a simplified brand tool kit sweetens the results
A brand is much more than a logo. It encompasses messaging, type, colour palettes and much more. These elements needed to be consistently applied to all communications. By providing access to a comprehensive branding system with specified fonts, colour schemes and messaging, greenmelon enabled HoneyBar to simplify the extension of their brand beyond the new packaging to ensure a consistent, highly visible brand identity throughout their communications.
Through rebranded packaging, store POP, digital assets, and distributor marketing, HoneyBar saw an increase of 20% in overall sales. With this successful relaunch of 5 flavours in both US and Canadian markets, new multi-pack options with modified packaging were created for consumers.