Blue Dinosaur
In an increasingly crowded health food market, with the proliferation of nasty ingredients in so-called ‘healthy’ snack food, Blue Dinosaur’s approach is truly unique. As it prepares for the future, Blue Dinosaur needed help communicate its ‘thinking small’ magic and its sustainability goals to a wider audience. Our new brand is centred on the idea of ‘Just like I would make it at home’, placing Blue Dinosaur’s unique approach at the heart of the brand.
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Blue Dinosaur
A strategic reposition and redesign
In an increasingly crowded health food market, with the proliferation of nasty ingredients in so-called ‘healthy’ snack food, Blue Dinosaur’s approach is truly unique. As it prepares for the future, Blue Dinosaur needed help communicate its ‘thinking small’ magic and its sustainability goals to a wider audience. Our new brand is centred on the idea of ‘Just like I would make it at home’, placing Blue Dinosaur’s unique approach at the heart of the brand.
Helping Blue Dinosaur bite back
Australian health food company Blue Dinosaur has some of the healthiest snack bars in the business. Made by hand in a bakery, each bar has no more than seven wholefood ingredients – no binders, no preservatives and no artificial agents. They source ingredients with care and give its baking process the time it needs. Part of the job was to move away from the previous muscular and hypermasculine blue dinosaur logo and associations with sports and training.
Sustainable improvements
A brighter, bolder and simplified pack design puts the hand-baked process and clarity of ingredients front and centre. In line with design changes, sustainability improvements have also been made. New boxes will be made with less material and contain a minimum of 80% recycled cardboard, as well as using natural, soy-based inks for printing. A callout that wrappers can be recycled with other soft plastics is also communicated on pack.
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“We’ve been lucky enough to work with Frost* and with their expert guidance over the last 12 months, we have created some truly special packaging. The proposition captures us perfectly and the design confidently communicates our unique offering, differentiates us in a crowded market, and sets us up for an exciting future.”
Mike Watts-Seale, Founder, Blue Dinosaur
