Taking honest, transparent packaging to a whole new level.
Flat Tummies is on a mission to provide easy access to delicious, plant-based, nutritious foods. The project involved extensive user research and strategy to rebrand their identity and packaging. Based on the brand’s core ethos of discovering the wonders of natural nutrition, we chose to work on an approach that handled transparency like no other brand has done before.
We branded Flat Tummies with a stylish insignia and bold mixed-case typography which makes for a very fresh, contemporary take on healthy eating.
Using the brand’s quirky story of their commitment to clean snacking, we revolved the strategy around being ‘nuts about nutrition’. We chose to stay away from force-fitting the typical queues of aggressive fitness in the design. Instead, we focussed on what people really wanted to know.
There was an evident leap towards transparency of ingredients on packaging, but most brands play the safe route and not tell us how much of the ingredient really was in the pack. All that you need to know is right up front, not just what’s inside but how much of it too. No more vegetable fats, maida, sugar and chemicals, just 100% natural and nutritious ingredients like heart-healthy seeds, gut-friendly millets, and natural sweeteners like dry fruits and coconut.
We set up the information architecture to be striking in its simplicity. With the intent of providing as much information about the product in the simplest form, we played with palettes and type to be dynamic yet easy to adapt.
Flat Tummies is nuts about nutrition, and it shows!
- Agency/Creative: Lucid Design
- Article Title: Flat Tummies Energy Bars by Lucid Design
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Bangalore
- Market Region: Asia
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Brand Mark, Brand Redesign, Graphic Design, Packaging Design, Rebranding, Typography
- Format: Flow-Pack
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: energy, bar, packaging, healthy, fun, transparent
Creative Director: Ritika Srikumar
Managing Director: Amit Mirchandani
Brand Strategist: Aparna Subramanyam