Hubbards Creamy Porridge
Hubbard Foods - Creamy Porridge
Porridge, minus the tartan.
Taking a new approach to challenge the status quo in the traditional porridge aisle, inspired by Hubbards modern, foodie recipes.
Illustration & typography
Porridge is on trend! With the discovery of previously overlooked health benefits of oats, overseas product innovation and challenger brands are changing the perception of porridge from traditional (and Scottish) fare to ‘modern cool’. Hubbards identified this untapped opportunity in the New Zealand porridge sector where little innovation and ‘traditional’ values still prevail.
Targeting the current unclaimed middle ground - premium mainstream - Hubbards developed a range of porridges with flavours and ingredients offered by the higher priced brands, at an accessible price point.
With a disruptor gable style pack and avoiding any traditional graphic language, Coats created a vibrant contemporary design. Influenced by the way ingredients ‘bleed’ their natural colour into creamy porridge, bright yet earthy watercolours were created to give mouthwatering cues for the flavour combinations. These combine with modern, handrendered typography, each having their own personality and quirks.
The family of porridges boldy challenge the status quo of the porridge supermarket sector, creating its own niche. A thoroughly modern, urban interpretation for a product enjoying a new lease on life!