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Blue Dinosaur Bites Back

Blue Dinosaur

 Blue Dinosaur Bites Back
Australian health food company Blue Dinosaur has some of the healthiest snack bars in the business. Made by hand in a bakery, each bar has no more than seven wholefood ingredients – no binders, no preservatives and no artificial agents. Blue Dinosaur sources its ingredients with care and gives its baking process the time it needs.  

In an increasingly crowded health food market, with the proliferation of nasty ingredients in so-called ‘healthy’ snack food, Blue Dinosaur’s approach is truly unique and its bars are not just tasty, but actually nourishing.
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
As it prepares for the future, Blue Dinosaur needed a strategic repositioning and comprehensive redesign to help communicate its ‘thinking small’ magic and its sustainability goals to a wider audience. Blue Dinosaur founder Mike Watts-Seale says,

“I STARTED BLUE DINOSAUR BECAUSE I WAS SICK OF SNACK FOODS WITH UNRECOGNISABLE AND BARELY DIGESTIBLE INGREDIENTS BEING MY ONLY OPTION. MY FRUSTRATION LED TO CREATION, AND WE SHIRKED THE STATUS QUO TO MAKE SNACK FOOD OUR WAY. THE BARS I WAS MAKING ON MUM'S KITCHEN BENCH ARE THE BARS WE MAKE TODAY AND THAT WON’T CHANGE.”

 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
The new visual identity centres around the brand idea of ‘Just like I would make it at home’, placing Blue Dinosaur’s unique approach at the heart of the brand. A brighter, bolder and simplified pack design puts the hand-baked process and clarity of ingredients front and centre, while the previous muscular and hypermasculine blue dinosaur logo has been refined in a move away from associations purely with sports and training.

In line with design changes, sustainability improvements have also been made. New boxes will be made with less material and contain a minimum of 80% recycled cardboard, as well as using natural, soy-based inks for printing. A callout that wrappers can be recycled with other soft plastics is also communicated on pack.  
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back
 Blue Dinosaur Bites Back

‘Everyone at Blue Dinosaur can confidently say that the market reaction has been beyond our expectations, the new design has reinvigorated our brand and we have not had a single negative piece of feedback… It would have been so easy to sign off on a design that was better than our previous and tick the project off as “job done”. Clearly this attitude wasn’t good enough for Frost and we’ve ended up with a wrapper that isn’t just ‘better’, but both pushes us into a future we could not have otherwise had and, somehow, looks more “Blue Dinosaur” than we have ever looked!’ 

Mike Watts-Seale
Founder
Blue Dinosaur

 Blue Dinosaur Bites Back