Hubbards Amazing Muesli
Hubbard Foods - Amazing Mueslis
Recapturing the challenger mentality.
Shifting perceptions of a much loved Kiwi brand back to its plucky innovator roots, with an eye on the modern Kiwi consumer. A complete makeover for the business and its products.
Hubbards have been pioneering breakfast foods for over 20 years. But in recent years, facing tough competition from larger national and international brands, the product portfolio had no focus and cohesion. The brand had lost sight of the original plucky personality, enthusiasm and quirk which Dick Hubbard, founder, had launched with out of his garage.
Coats was tasked to create a strong foundation for the brand moving forward.
The new Hubbards logo evolved to a minimal, handcrafted font to recapture the down to earth essence of the brand, at the same time ensuring ease of application across all forms of brand communication and packaging.
To launch the new look brand, Hubbards developed a range of newly formulated mueslis aimed at the modern Kiwi consumer, presented in an unconventional packaging format. These smaller pack formats were created to be truly disruptive on shelf. The non standard card substrate added artisanal texture; bold earthy colours, quirky typography and macro ingredient photography created a new language to define the brand on shelf, going on to redefine and drive a change in business culture throughout the company.
Coats subsequently worked with Hubbards to rationalise their product portfolio, redesigning and repositioning the packaging with the new Hubbards brand ethos and bold, challenger look.