Seven Sundays believes that breakfast doesn’t have to be all about the “get up and go” attitude; instead, you should sit and enjoy your breakfast, just like you would every Sunday morning. The Spice Agency developed the packaging for this new line of trendy, healthy grains to give it a sense of the utmost freshness and highest quality.
“The challenge was to create a relevant, personality driven brand proposition to maximise market penetration. Our strategy was based upon current trends and the target audience. Consumers are looking for more adventurous flavours and taking more responsibility for their health. The artisan trend we felt needed to shine through being driven by consumer’s desire for authenticity, real & crafted. We used a brand positioning model to create our brand story for Seven Sundays.”
The white packaging gives Seven Sundays a sense of purity and cleanliness, indicating that they use fresh and healthy ingredients. On the front, consumers can peek in and see the muesli before making their purchase, and the convenient resealable bag makes it easy-to-use and perfect for people who are constantly on-the-go. Watercolor illustrations help to demonstrate the flavors inside each bag and they speak to the carefully crafted nature of the muesli.
“Once the insight was developed the chosen Archetype ‘Innocent’ aided the language and tone of voice to develop the brand idea In this busy, busy world people are seeking moments to connect with themselves. A sense of wonder with a clear perspective on what’s important; Wholesomeness, freedom and nostalgia for simpler times. Driven by optimism & purity.”
“Hand painted ingredients, simple clean communication of flavours plus the white pack standing out from its competitors is a refreshingly new way to invite shoppers into an authentic brand. It has made Seven Sundays a success at every level.”
