Genius ‘Good for the Gut’

Design: B&B Studio
Project Type: Produced, Commercial Work
Client: Genius
Location: London
Packaging Contents: Wraps
Packaging Substrate / Materials: Plastic, paper

Free-From bakery category leader Genius Gluten Free has unveiled two wraps as part of a new ‘Good for the Gut’ range of six products due to roll out this year, with design from London-based B&B studio. The first products to launch are the Genius Fibre Fest Beetroot Wraps and Genius Fibre Fest Kale Wraps.

In line with the Genius core range, ‘Good for the Gut’ products are entirely gluten and dairy free but with the addition of a natural prebiotic to appeal to the gut-conscious consumer. Each product in the range also has a stand out nutritional benefit: wraps that are 3 x fibre of regular wraps; pasta that’s 2 x protein and 3 x fibre of regular pasta; bread crisps with 2 x protein and ½ the carbs of regular crisp breads.

Tasteful design
Focusing on depth of taste and flavour, B&B studio has created a range of original patterns in-house that take inspiration from the product ingredients, including layers of beetroot and swirls of kale leaves. These designs are presented on brightly-coloured backgrounds, providing differentiation for the new range and standout on-shelf.

Strengthening the brand
Building on the new brand identity for Genius Gluten Free delivered by B&B studio in October 2017, this vibrant brand extension incorporates the strong blue hue and instantly recognisable Genius logo, complete with a thought bubble or bitemark to express the imagination, creativity and tastiness of the Genius brand.

By incorporating these familiar brand elements into the identity for the ‘Good for the Gut’ range, B&B studio was able to retain the consistency of the brand whilst enabling more creative freedom across the wider design. Innovative structural packaging solutions ensure that the new products are not only aesthetically pleasing, but also convenient for the consumer.

Building on success
Shaun Bowen, Creative Partner at B&B studio, says: “After the success of the new brand identity for Genius Gluten Free last year, we wanted to retain the consistency and recognisability of the brand whilst also creating vivid and engaging designs for the new range, strengthening Genius’ position as a market-leader, and enabling it to continue to challenge mainstream brands.”

Genius Fibre Fest Beetroot Wraps and Genius Fibre Fest Kale Wraps provide three times the amount of fibre, and one third less carbohydrates than a regular gluten-containing wrap, and include chicory root inulin, a naturally-occurring Prebiotic Fibre that contributes to normal gut function.

The Genius Good for the Gut range is available from Tesco in August, and Sainsbury’s and Ocado from September 2018.

What's Unique?
Moving away from the scientific-led design codes often adopted by brands in the Free-From and benefit-led category, B&B studio has introduced a bold, eye-catching colour palette for the new ‘Good for the Gut’ range, delivering a dynamic identity incorporating bespoke graphics and illustrations.