Hubbards Dessert-Worthy Granolas Packaging Design

Say hello to something a little bit special. The clever team at Hubbards got a little bit carried away by combining their crunchy granola with dessert-worthy ingredients and recipes. The result is three outrageous oven-baked decadent, chocolate-infused granolas. Onfire were tasked with developing the packaging for this very fancy range that blurs the lines between desserts, snacking and breakfast while retaining core sub-brand assets and communicating the indulgent experience of each flavour combination. Leaning into the dessert experience, Very Fancy Granola is all about the elevated dessert flavours. A dark milk chocolate brown brand block colour replaces the beige used extensively on the core range. The previously straight rectangle flavour stickers are softened, on this range they form soft organic shapes referencing the milk chocolate ingredients. Soft and round Cooper-style typography is used for all flavour callouts. The main recipe illustrations are maximalist in style - Flavours and a mix of chocolate, granola, nuts and fruit draw inspiration from our research into the play and opulence found in the psychedelia art of the 1960’s and 70’s. Glossy oversized ingredients float randomly among ripples, waves and ridges of rich and vibrant colours and textures that are playful, as expected from Hubbards, and dreamlike. Each illustration gives an indication of the richness of flavours of each product. The result is a niche range of granolas that is the new sweet treat, whatever time of day.