Following on from our relaunch of LighterLife Fast, the team behind the brand felt there was a further opportunity to introduce a range of healthy snack products to sit along the 5:2 diet range.
We identified that our target audience was a mix of people who are actively looking to lose weight and others simply looking for healthy, nutritional, convenient snacks. Because of this we developed a new brand and identity for this range, leading with the Light Bites name but still endorsed by LighterLife Fast. We also worked hard to make sure this new range could compete effectively with other snacking brands, without entirely losing its visual link to the full LighterLife range.
We created an eye-catching pack that had strong appetite appeal in order to drive impulse purchase. We carefully crafted the on-pack messaging too, so that the benefits, including the calorie count, were clearly communicated.
What we did
Brand Strategy, Brand Positioning, Brand Identity, Packaging