Slice has redesigned McVitie's "Go Ahead!" snack bars for the Australian and international markets. Following a re-positioning exercise of the Go Ahead brand, a new core brand message of 'smarter weight management' was identified for these markets. The brief was to re-engage the consumer with elements best associated with the "Go Ahead!" brand, playing heavily on a green colour palette.
Slice Design re-designed the packaging with a robust architecture in mind which allows growth for NDP in future. Identifying the growing awareness around what we eat, the packaging was created to clearly inform and educate the consumers on the nutritional content in each pack.
"We re-crafted the green badge to cue positivity, permissibility & optimism and used this to build a robust pack architecture," commented Sarah Jones, Senior Designer. "Informative and optimistic, the packs received brand recognition from existing consumers with the re-introduction of green but promised a great tasting, smarter snacking choice!"