Birth of the first
guilt-free snack

Advertising Brand Positioning & Strategy Brand Architecture Brand Identity Packaging Design Naming

With the global health and wellness trend rapidly changing our eating habits, Atkins looked to the busy lives we lead and searched for the perfect tasty low-carb, low-sugar snack bar against a world of proclaimed natural bars full of sugar and carbs.

Many of us remember the low-carb Atkins diet from the 1980s, the diet super-brand of its day. The challenge is that most snacking products that we believe to be natural are loaded with sugars, and in many cases can be as bad for you as your regular chocolate bar.

Atkins Harvest is a carb light, high fibre and low sugar (50% less sugar than the regular health bars we eat) range of snack bars designed to help people live a healthier life on-the-go, whilst still continuing to eat snacks as part of their daily eating habits. Our brand challenge was clear: we had to create an identity, campaign and packaging that leverages Atkins’ unique low-carb natural equity.

We powered the brand with the copy line ‘Snack like a natural’ to help de-position the competition. We then used nature’s best graphic assets: sunshine and a white wooden backdrop to help us stand out on the fixture, natural fruits and a clear window into the product. Messaging had to be worked around the design so as to not be too off-putting but clear that Harvest is better for you than the rest.