Creating something new for Munchy Seeds
How do you take an established artisan food brand into a new product format while making sure everything still feels unmistakably Munchy Seeds?
That was the challenge behind Need Seeds – an exciting new range of seed shakers created to bring the goodness, flavour and versatility of seeds into everyday eating.
Working in partnership with our friends at Kith & Kind, we developed the branding, creative direction and packaging for the new range, creating an identity with enough personality to stand out while still feeling completely at home within the wider Munchy Seeds brand.
From a great idea to a shelf-ready brand
New product development is about much more than putting a new product into a pack.
A successful NPD launch needs a clear proposition, an engaging identity and packaging that tells consumers almost instantly what the product is, why it's different and why they should try it.
For Need Seeds, the opportunity was to make seeds feel easy, contemporary and relevant to a much wider range of eating occasions.
The shaker format encourages consumers to think differently about the category – adding seeds to breakfasts, salads, lunches, snacks and everyday meals rather than seeing them simply as a product to eat straight from the pack.
That idea became central to the way we approached the brand and packaging.
Packaging with personality
Food packaging has to work incredibly hard.
It needs to attract attention, communicate the product proposition, differentiate between variants and create enough appetite appeal to make someone want to pick it up – all within a matter of seconds.
For Need Seeds we created a strong visual architecture that could work consistently across the complete range while giving each product its own identity.
The result is a family of packs that feel confident, colourful and contemporary, with the energy and personality you'd expect from Munchy Seeds.
Designed as a range, not just an individual pack
One of the most important considerations when developing FMCG packaging is how the products behave together.
A single pack can look fantastic in isolation but lose impact when it reaches a busy retail environment.
We therefore designed Need Seeds as a complete family from the outset.
Individual variants are easy to navigate, but when the products are brought together they create a much stronger visual presence – building recognition and helping the range command attention both on shelf and online.
Creative thinking backed by experience
We've been designing brands and packaging for food and drink businesses for decades, from established household names to ambitious challenger brands and completely new product launches.
That experience means we're always thinking beyond how a pack looks.
We think about the consumer. The retailer. The competition. The product proposition. The range architecture. And, ultimately, what is going to persuade somebody to reach out and choose one product instead of another.
Because great food packaging isn't decoration.
It's one of the most powerful sales tools a food brand owns.
Brand, packaging, PR and digital working together
Need Seeds was also a great example of the benefits of joined-up creative thinking.
Through our partnership with Kith & Kind, we're able to bring brand strategy, creative, packaging, PR and digital expertise together – giving clients access to a broader 360° service without losing the energy and personal involvement of a focused creative team.
For a new product launch, that joined-up approach can be particularly powerful.
Instead of brand, packaging and communications developing independently, they can all work around one central idea – creating a stronger and more consistent brand wherever the consumer encounters it.
Need a fresh idea for your food brand?
Whether you're launching something completely new, extending an existing range or wondering if your packaging is still working hard enough, we'd love to talk.
We combine strategic thinking with creative design to build food brands that get noticed, get remembered and, most importantly, get picked up.
A selection of the full range across this unique NPD project