Blue Dinosaur

A strategic
reposition and
redesign helps
Blue Dinosaur
bite back.

Services:
Sectors:
Team:
The challenge

01

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 nourishing.

Strategic insight

02

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.

Mike Watts-Seale
Founder
Blue Dinosaur
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.”
The creative

03

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 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.

Results

04

“We’ve been lucky enough to work with Frost* and with their expert guidance over the last 12 months, we have created some truly special packaging. The proposition captures us perfectly and the design confidently communicates our unique offering, differentiates us in a crowded market, and sets us up for an exciting future.”

Mike Watts-Seale
Founder
Blue Dinosaur

“Before the rebrand, the Coles Local buyer had ranged three of our Super Bites (out of five that we had), and across the three flavours, we were selling 6.5 units per store per week (UPSPW). With the rebrand, the buyer is stocking four Bites (i.e. the full range), and across those four flavours, we’re selling 26 UPSPW.”

Tina Watts-Seale
Director
Blue Dinosaur

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