Empowering consumers to feel exceptional, not just functional is what LivLife is all about. With a new brand logo and packaging design created to reflect their ethos, LivLife are ready to reinvent the bread aisle! In August 2020, just after launch, sales were already up 9% vs the same month 2019.
LivLife originally released their ‘half the carbs’ bread in 2013 based on insight that 40% of UK adults wanted to reduce carbs but didn’t want to give up bread. 6yrs later and this insight has become even more relevant, but the consumer and the category has evolved. So, the brand needed a redesign to better suit the expectations of today’s aspirational, health conscious consumer and convey their brand positioning of bread that make you feel good mentally and physically.
The bold patterns and colours overlaying the hand drawn script of the new brand identity combine to make you feel happy. It shouts vitality and optimism. The bright colours contrasted against a clean white background enable the vibrancy of the brand identity to jump out at consumers. Delivering a striking impact compared to other brands on the bread fixture. Enticing consumers to pick it up and take it home! This simplified and stripped back design allowed the few key messages on pack to be clear and concise and really pack a punch so consumers feel like they are making a better choice, not settling for a compromise.