Seed and Bean

Designed by Family(and friends)
Country: United Kingdom

‘Kaleidoscopic moments of pleasure’

The UK’s most ethical chocolate brand Organic Seed and Bean, an official partner to the Glastonbury Festival, is set to unveil the launch of its exciting new look and rebrand. After extensive investment and research they are confident that the new design better reflects the magic, creativity and passionate personality of the brand and will be far more eye catching for the retailer and consumer.

Brand packaging consultants Family (and friends) were chosen to create this new look as specialist in revitalising brands that need step-change to thrive.

F&f helped the highly ethical and much loved brand more clearly identify its special differences. As a result of the rebrand a new strapline was born: ‘Kaleidoscopic Moments of Pleasure’, to really drive awareness of the products unique and exciting flavor combinations, as well as giving the brand greater appeal to a younger audience.

Alex Durbridge, creative director at Family (and friends) says: “It was a perfect brief for us – a product with such good qualities and brand owners with such passion, but with packaging that lacked the visual and verbal tools to be its best salesperson. Our job is to get people to really take notice of Seed and Bean; to get them to understand the brand’s special difference at point of purchase”

With a plethora of other artisan and craft chocolate brands out there, it was important to find a bold and different path using nothing twee or handmade in approach.

A new logo featuring stems, shoots and buds brings to life the brand’s pure organic credentials, whilst dropping the previous ampersand in favour of a simple ‘and’ to connect the name. Behind the logo on each pack is a unique petal-like kaleidoscope to describe the bar’s flavor, this, combined with a vibrant but natural palette across the range helps create appetite appeal, giving a hint of what sensory delights are to be found beneath the wrappers.

In addition, a new approach to on pack messaging and hierarchy was established to make everything a lot easier to read.

Steve Rudkin Founder of Seed and Bean says: At Seed and Bean we believe in courageous chocolate. Our mission is to create the most ethical, sustainable and delicious British chocolate. We spend hours in our kitchen mixing flavours from nature to transform the simplicity of a pure cocoa bean into what we like to call ‘Kaleidoscopic Moments of Pleasure’; some are easy on the palette, some will be quite unusual, others will rocket your taste buds!

The new packaging roles out across the UK and Europe from February, most notably in retailers such as Whole Foods Market and Selfridges.