TORONTO—Shandiz Natural Foods of Toronto commissioned BrainStorm Group to rebrand its Taste of Nature bars. Impressed with previous work BrainStorm had done in the natural food category, including Green’s Plus and New Roots Herbal, Shandiz wanted the local agency to help its bars stand out from its crowded category.

New packaging emphasizes natural ingredients

Its previous packaging was not appetizing, says BrainStorm’s vice president, creative director Dorothy McMillan. “The names were clever but they didn’t suggest what the flavours were. They wanted something more dynamic, appealing and fresh.”

Art director Patrick Carron drew the colour schemes and imagery from the natural ingredients in the bars. He also redesigned the Taste of Nature logo by highlighting the word nature. 

“I wanted to re-emphasize the fact that the product is natural,” says Carron. A lot of its competitors in the food bar category produce a more processed product.

Carron also chose to let the bar speak for itself. Half of the bar is visible to the consumer through its clear cellophane wrapper. Contact: www.brainstormgroup.com