YCN Final Crit

Background

Brief

Solution

Graze, put simply, is ‘nature delivered’. It is promoted as a healthy and nutritious snack alternative. With weekly or daily deliveries, you can personalise your order to suit your needs by selecting what products you’d like to ‘try’ or ‘bin’, for example.

The Graze brief required us to re-address the aesthetic of the box to help it communicate the values of the company. Alongside this we were challenged with the reinvention of their logo, and marketing campaign to help Graze reach a greater audience.

We have stripped back the Graze aesthetic and recreated the logo basing it on a simple and clean approach. We have also tried to communicate the extensive product range and artisan tone of voice through minimalistic iconography.

Target audience

Print processes

Colours

Our target audience are young professionals working in office environments. This is the focal point for the minimal and stripped out aesthetic.

In order to achieve a minimal approach, cut production costs and environmental impact we have used a limited number of colours, one spot colour for the box and one for the stickers as opposed to the current CMYK colours.

Solid Uncoated PANTONE Yellow 012U Solid Uncoated PANTONE Bright White

Stickers

Inserts

Product packaging

To help retain Graze’s tone of voice we created stickers that serve as both a visual stimulus and a functional item.

With your first Graze box you would normally receive an information booklet about Graze. We have decided that we would take that idea and turn it into something useful directly targeted at our audience. We have stripped out Grazes nutrition booklet helping to strengthen the new visual identity.

We have stripped back the aesthetic of the packaging to showcase both the products in the box and also the range of products Graze offer through the use of icons.

Direct mail marketing campaign

Target audience

Idea

We intend to send a small taster Graze tub directly to offices and businesses to create a buzz about Graze.

This will then tie in with the launch of a Graze app.

Our target audience are young professionals working in office environments.

The idea behind the taster box is that Graze could send multiple boxes to office workers encouraging them to engage in a dialogue with their colleagues in order to create a buzz about Graze.