Southern Alps, the only UK producer of high quality muesli, granola, porridge, fruit and snack bars using a Slow Dried Fruit process to enhance flavour and goodness, is launching a newly designed range of Muesli and Granola at a more competitive RRP, with positioning, identity, look and feel and packaging by design agency wonderlandWPA.
The new range will be shipping to retailers from 7 May 2010. wonderlandWPA was appointed non-competitively in November 2009 off the back of proactively approaching Southern Alps. What started out as a homemade fruit snack and muesli for entrepreneur Lotte Garner’s family in 2001 has now become one of the most popular ranges of products among conscious consumers in the UK and beyond.
By late 2009, Southern Alps found that retailers and consumers alike loved the product, its provenance and its ethical and sustainability credentials. But there was a disconnect between this and the brand’s identity and packaging. Consumers also found the large number of Muesli and Granola variants confusing. With ambitious growth plans in the UK and beyond, these issues needed to be addressed.
wonderlandWPA has partnered with Southern Alps to:
• Define the brand’s proposition and new tag line “The best taste under the sun”.
• Rationalise the Muesli and Granola ranges from dozens of variants down to just three Muesli and one Granola variant (Muesli with Slow Dried Pineapple & Apple, Muesli with Slow Dried Mango & Banana, Muesli with Slow Dried Figs & Sweet Seeds, Granola with Slow Dried Apple & Almonds).
• Design an unforgettably quirky, seriously intelligent and unforgivably passionate identity and look and feel based around the positioning and apply it to a new website, sales presenters, bi-monthly newsletters.
• Create a new pack design that is flexible enough to extend beyond Muesli and Granola into Southern Alps’ other ranges of porridge, fruit and snack bars in the future. The front of pack has clear branding and focuses on the Slow Dried Fruit, along with a front window to see the product. The back of pack features stories about what makes that specific slow dried variant so special, along with provenance and sustainability credentials.
Lotte Garner, founder of Southern Alps, says: “Southern Alps is a fantastic product but our brand design was limiting our growth aspirations. Our new positioning, range rationalisation, identity and pack design have resulted in a phenomenal response from the trade – every single retailer has been very positive about the new look and we’ve also got listings in Ireland for the first time.
"The design speaks for itself: slow dried, nature, best taste under the sun, wellness and sustainability… and it’s a simple solution that will allow us to adapt across our other ranges in the future.”