At the core of the refreshed design is a new Harvest Cheweee logo featuring the name of the bar inside a grain of wheat – emphasising the wholegrain present in the bars. This appears on both the multipack cartons and the bars themselves. Within the logo, the ‘Cheweee’ brand has been redrawn to look softer to emphasise the bars’ chewiness as a key benefit. The familiar red and yellow colours used previously have been retained.

As the multipacks will be bought by mums, the packaging for this element has been designed with them in mind. Alongside the wholegrain connotations of the bars communicated by the new logo (wholegrain is also mentioned on the back of the pack), new, clear photography has been commissioned of the ingredients in the bars in the range featuring sunlight and set against a blue sky. Each flavour has also been given its own coloured banner designed to make the varieties more distinct and clearer on-shelf.

The new packaging also features a lunchbox visual to communicate its positioning as a snack to include in children’s packed lunches. On the back of the carton, a different character has been introduced for each flavour – an octopus for Milk Choc Chip, an elephant for Strawberry Mallow, a tiger for White Choc Chip and a lobster for Toffee Chip.

This character theme continues onto the bar wrappers themselves, and on both items of packaging, the characters provide interesting ‘fun animal facts’ that will appeal to children.

The redesigned packs will be on-shelf from early-July onwards.

John Price, marketing manager at Honey Monster Foods, owners of Harvest Cheweee, said: “Harvest Cheweee is a brand that kids and parents love – but with an increasing emphasis on health and responsibility in children’s snackfoods, we needed to communicate that our product was a wholesome choice for parents, as well as being a great fun treat for children.

“We’re really pleased with the work that Holmes & Marchant has produced – it really stands out on shelf and meets our brief of appealing to both mums and kids alike – the characters and fun facts in particular really help differentiate the brand.”

Jon Davies, managing director at Holmes & Marchant added: “Harvest Cheweee was a really fun brand to work on. Parents and children are two very hard to please audiences with completely different requirements. We needed to win over mums with a wholegrain message, but also communicate to kids that Cheweee is something fun for them to have alongside their sandwiches and fruit at lunchtime. Creating the characters was also great fun for our designers, who relished the chance to get in touch with their inner child!”