Wibble is a new jelly brand which is finally revolutionizing the jelly market. We’re making jelly ‘cool’. Every jelly is packed with pressed juices and plant-based ingredients. Our market and target customer is mainly gen-z and millennials who are focused on healthy food that not only tastes good, but makes them feel good! This could include current jelly eaters to vegan consumers in particular who have missed jelly or those who have not eaten it since childhood. It’s time we reconnect and remember jelly.
The brief included taking the product from idea to being shelf ready i.e name, branding (personality, positioning, etc.), packaging design (all elements including sleeve and presentation boxes) and innovative photography. Jelly is traditionally targeted towards ‘kids’ within the UK and viewed as a lower-priced product. Therefore, it was necessary to create a brand that changed people’s expectations and communicated to them that this is a jelly for ‘grown ups’, that jelly is cool and this is a premium, more luxurious jelly. Key strategic decisions included choosing the type of packaging, the creation of the full brand guidelines such as the brand’s tone of voice, style of brand, colour schemes, font choices and the integration of all these aspects.
The design process included around 100 iterations of the packaging over a 2 year time horizon in which we first sat down and went through the brand personality. We wanted to make sure Wibble has a rebellious and fun personality, though this had to be balanced out with not coming across as childish. The next step was then to focus on how that should translate into the brand identity of Wibble. Here the close cooperation between Wibble and our designer was key to make this part of the journey a success and set Wibble up for the big stage!
Key result of all the work is the (in our opinion!) showstopping brand identity and design that not only communicated the key USPs, but also was impactful and brave enough to stand out from the crowd. On top of the full brand creation and development, the integration and consistency between our website design and development, social media posts and the experimental/innovative photography to reflect the rebellious elements of Wibble have been a key demonstration of the results.
- Agency/Creative: Wibble Foods Ltd
- Article Title: New Jelly On the Block, Wibble Jelly In-House Packaging Design
- Organisation/Entity: In-house, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Project Deliverables: Brand Advertising, Brand Architecture, Brand Creation, Brand Guidelines, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Graphic Design, Packaging Design, Photography, Product Architecture, Product Naming, Research, Tone of Voice
- Format: Sleeve
- Substrate: Plastic