Global snack manufacturer Calbee launches veg & pulse based snacks with Fun Agency. Working with the Japanese global snack manufacturing business, Calbee, we are helping to drive their corporate vision of delivering healthier snacking alternatives.

Tasked with improving the consumer appeal of the Harvest Snaps brand across Europe, we undertook a brand refresh that began with creating strong brand foundations to ensure all our development work was purposeful and strategically grounded.

Confirming a clear competitive positioning helped shape a differentiating brand proposition; Snacking without compromise, focus on the plant-based goodness and bold flavours that the products delivered, and had wide audience appeal.

Strengthened with a carefully defined brand personality and tone of voice, the proposition was supported by the creation of a comprehensive messaging hierarchy that helped to define the key messaging priority, and this stage of work culminated in the compilation of practical brand guidelines that would later guide the development of effective brand communications across multiple formats and agency partners.

Sarah Jarman Alexander, Partner and Design Director at Fun, said: “This was such a great project: innovative, better for you snacking, that taps into the widespread consumer trend towards plant-based products and the continued growth in holistic health and wellness. Harvest Snaps delivers powerful flavours, contains only plant-based ingredients, and provides consumers with healthier alternatives. Delicious.’

“The brand represents our most innovative UK launch, responding to a genuine consumer need whilst addressing current concerns around obesity,” said Calbee UK commercial director Jon Wood

Brand foundations in place, we then designed a full suite of packaging across 6 flavours and multiple pack sizes, including original illustration and on-pack photography, to reinforce our position in the everyday occasion snacking category.

Further development work included the creation of launch campaign and supporting collateral including trade advertising, on-pack sampling, point of sale materials and shelf-ready packaging, promotional activity, social media assets, and the production of product and lifestyle photography that will be critical in helping the brand engage with its audiences, and gather market momentum in the months and years to come.

Paul Alexander, Creative Partner at Fun added ’This is another example of large global brands trusting Fun to deliver quality work across creative disciplines. We are excited to be rolling out further work for Harvest Snaps’