A clear, yet challenging brief for Munch’n – ‘Create a brand using just one word that can be used across a portfolio of berry products exported globally (primarily to Asia)’. The primary vehicle for the brand was small fruit punnets where the visibility of the actual berries was vital, so the brand had to be extremely noticeable in a small space but not so dominant that the product was hidden.
Munch’n man was initially sold in as a rough visual but we immediately saw the potential for the loosely drawn character. The challenge was making such a simple character visually engaging while ensuring the packaging delivered in-store. Luckily no one else was doing anything remotely similar and soon after launch consumers started taking playful snaps of themselves interacting with the packaging just because they liked it.