Responses by Claudia Morris, creative director, B&B studio
Background: As people snack around mealtimes, they are actively seeking more fulfilling savory alternatives, but the snack bar category has been slow to evolve to this shift. The Savourists snack bars are a completely unique, protein-rich alternative to the wide array of sugar-laden sweet options that are currently available. As the first savory snack bar in the UK market, The Savourists needed a truly distinctive and contemporary brand design to reflect its next generation savory snacks. Designed for foodie thrill seekers, the bars, which come in flavors such as sundried tomato and herb, are packed with plant protein for a healthy, tasty and elevated snacking experience, rich in flavor and texture.
Reasoning: Traditionally, snacking brands are designed to appeal to the child in us with flat, one-dimensional candy-like colors. We wanted to reinvent these design codes with a sophisticated visual identity that would enable the brand to take ownership of savory snacking. Our concept is inspired by the depth, layers and complexity of the brand’s flavors. The identity gives The Savourists a bold, grown-up style and a graphic celebration of ‘savory’ that reflects the multi-dimensional taste and texture of the bars.
Challenges: The Savourists is completely unique in the snacking category and we were designing a brand that would be new to market. It needed an entirely new set of design codes that communicated its savory flavors and point of difference, while also being recognizable as a fulfilling snack bar and not looking out of place in the category. But this was also a fun and rewarding part of the challenge. It enabled us to be truly original, pushing the sector forward with a brand that sits at the convergence of real food and snack food.
Favorite details: Through our design, we have captured a real inherent sense of ‘savory’ and a celebration of the multi-dimensional, abundant world of flavorful tastes and flavors. All the elements of the design really come together to bring this to life.
Visual influences: We looked to the exciting world of cooking rather than snacking, and were inspired by the experimentation in street food and the multi-sensorial elements of naturally grown, real ingredients. These can be seen in the dynamic layouts and textured prints found across the brand assets, from pack to the wider brand world.
Specific demands: When creating brands, we always need to make sure the design feels future proof, allowing for ongoing brand growth and development. The design for The Savourists visually encompasses the world of savory snacking in a way that can grow with the business.