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.