Coley Porter Bell Revives Jordans FRUSLi Range
Strategic branding consultancy, Coley Porter Bell, has unveiled a fresh, new brand design for Jordans FRUSLi chewy cereal bars range.
Strategic branding consultancy, Coley Porter Bell, has unveiled a fresh, new brand design for Jordans FRUSLi chewy cereal bars range. Set to hit the shelves in September 2015, the design aims to reframe consumers’ perceptions of the Frusli brand by focusing on the ‘simplicity’, displaying the delicious wholesome ingredients that go into making each chewy bar, and consumers’ desire for a more natural and uncomplicated way of living and eating.
Overall, the new design brings to life the new positioning of ‘keeping it simple’ and builds on the brand name Frusli, which comes from a play on the product itself – fruit and muesli coming together in a scrumptious chewy bar. Utilising the agency’s Visual Planning Process, the refreshed packaging visually conveys a contemporary homemade feel and highlights the chewy nature of the bar, which is one of its core features.
Greater prominence and crafting has been given to the Frusli brand name to imbue it with a sense of naturalness and simplicity, whilst the colourful bold font aims to capture attention at shelf. Frusli has, in effect, become a logo in itself and helps overall to reassure consumers that it contains ‘no artificial colours, flavours or preservatives’.
Stephen Bell, Executive Creative Director, Coley Porter Bell commented: “The old design for Frusli didn’t captivate consumers in a positive way. Our job was to give it a distinctive, meaningful look and feel whilst dialling up deliciousness through the ingredients, tapping into consumers’ desire for a more natural and uncomplicated way of living and eating.”
Elliot Harris, Brand Manager, Jordans Cereals, added: “FRUSLi was an early entrant into the cereal bar market in the late 1980s and one of the lead brands within the Wholesome segment. In a highly competitive category there was a need to reposition ourselves with a new pack design to ensure we were remaining relevant to the consumer. Coley Porter Bell has breathed new life into our FRUSLi range and has created a stand-out design that will shine on shelf.”
Source: Coley Porter Bell
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