Unified Brands 4 Bare Bones
Creative DirectorAlex Butenko
Design DirectorMelissa Doria
Team MembersAlisha Kay, Emma Lawrence
Kraft Heinz offers mainstream family items that have become family staples for generations. However in recent times they have struggled to stay at the forefront of food trends or engage with younger consumers.
Reinvigorating their NPD programme, Kraft Heinz engaged us to work extensively across categories to explore new product ideas and territories.
A core category for the business is gravy, where they currently have the Gravox brand in Australia. The category had been seen as very traditional and old-fashioned, full of heavily processed and unhealthy products. The idea of a clean bone-based broth with nothing to hide was developed. This was a new category for Kraft Heinz, ambient premium gravies, basically a non-existent one in the Australian market.
The target market are younger (<35) singles and couples, who are not currently shopping the category. These people are time poor, so are looking to recreate out-of-home meals at home with minimal effort, but without the trade-off of mass produced, overly processed products.
Our design idea was ‘Flavours Laid Bare’. The name Bare Bones, which combined the product format with the proposition, was immediately favoured. The design language was articulated through a stripped back approach that felt natural, frank and authentic, which was fresh for a category crowded by shouty, over-visualised brands.
The bold and confidently condensed angular brand mark created a juxtaposition with a more elegant, simple brand typography. The use of white space added to the natural look while the abundance of the shown-through product gave it that honest no-nasties feel.
To strike a balance between simplicity and quality, we have cut-out the shapes of key ingredients applying expressive paint brush strokes to them by hand. These, in combination with natural textures, created a tactile brand visual language that we then used to expand to other brand applications off-pack.