Hubbards Amazing Clusters

Crunchy new edition

With the continued success and sales growth of Amazing Muesli (#1 muesli in New Zealand retail), the Hubbards team are always looking for ways to innovate and surprise the muesli consumer. Recently there has been a noticeable consumer shift to mueslis that are crispier, chunkier and consist of a greater portion of whole foods. The Amazing muesli range has always had a good level of flavour and texture, but with this new insight there was an opportunity to push the product offering and bridge the gap between the mueslis and the new superstars in the product portfolio - Granola’s.

We were tasked with developing a design that sat comfortably within the existing range but clearly differentiated the product offering, playing up its unique proposition.

Since its launch in 2013, Amazing Muesli is recognisable by its large, macro photography of fruit and nuts on the front face. The challenge was how to adapt this. Commissioning artist Ivy Niu, we reinterpreted the hero product image, swapping out photography for Ivy’s whimsically playful and (more importantly) textural style to capture the crunch factor of the 2 new products. Along with new on pack messaging the new Clusters are an exciting new addition to the much loved Hubbards offering.

“We have found the work from Onfire to be creative and high-impact where it counts – on shelf. Onfire’s designers are on top of the latest trends in design and packaging, and they deliver on-brand creative that meets our brief and exceeds our expectations.  They are professional and pay attention to detail, a must with packaging design. Working on a wide range of brands for us, across a range of product categories, they have shown a high level of technical understanding to help ensure our packaging designs ‘work’ in the real world. On top of all that, the Onfire team are a lovely bunch of people to work with. We have no hesitation in recommending Onfire.” 
- Rebecca, Hubbards