Redesigning packaging of a snack bar enjoyed by millions of people on a daily basis is no easy task. Filburg was hired to rethink the branding of Barica — a healthy snack that comes in four flavours.

The task of the redesign was to simplify messages, solve the logistical problems around the impractical multiple types of packaging of the four flavours, differentiate from vast market competition and prepare the product for export. An additional challenge was a large amount of data legally required to be incorporated in food packaging. The print technology and the choice of foil set its own limitations.

Since the old packaging was successful in terms of acquiring a considerable market share while knowing that the human psychology prefers small or no changes at all, the creative team decided to capitalise on the existing brand recognition and keep the continuity of branding principles. After clearing up a variety of messages on the old packaging that were treated equally, we set a new hierarchy of information to bring a better marketing result.

Starting with the logotype redesign that kept the recognisability of forms but was technically enhanced it was enriched with a shield that empowers it and can be color coded. The hierarchy of messages was refined and names of flavours unified. The food contents of each bar are now visually presented to be communicative on various markets. To achieve continuity of the brand image the white background was kept and the colour palette was only slightly corrected to enable easier distinction of bars flavours.

After the redesign of packaging we applied the new branding to the corporate website www.nutty.hr.