Holland & Barrett
Healthy on the high street
Redesigning a healthy snack range’s packaging for a high street household name.
Holland & Barrett is best known as the high street’s purveyor of health foods and supplements. With over 700 outlets in UK and Ireland – and continually growing – their expertise in all things good for you has had nationwide presence for over 80 years.
When invited to redesign and review Holland & Barrett’s packaging for their fruit, nuts, seeds and snacks (FNSS) category, to bring it in line with their proposition of ‘The Good Life’, we were more excited than a squirrel finding a fresh stash of nuts.
Challenge
With over 9,000 products and an ever-expanding range, Holland & Barrett’s offering had become a bit scatter-gun. Different categories were not clearly defined which had a negative effect on the customer experience. All packs were previously branded as ‘Neals Yard’, yet this was devaluing the strong authoritative Holland & Barrett brand and was a confusing sub-layer for many consumers.
The retailer had also identified on-the-go snacking and lunchbox fillers as an area of expansion but had not yet developed a line of products to meet the demand. Overall, Point 6 wanted to strip everything back and build a distinctive and consistent look and feel for the FNSS range.
How we’ve helped
- Researched the market
- Developed brand guidelines and architecture
- Designed a range of packaging
- Created snappy names for new product offerings
Solution
As with every project Point 6 undertakes of this nature, we started off by conducting our own strategic review of the market and gaining valuable customer insights. The first thing we needed to look at was the architecture of the categories, to make consumers’ in-store navigation intuitive and easy. It was also essential that the new category structure was future proof, so the range could be extended.
Outcome
This juicy project covered our full range of services, starting with a strategic review of the market, competitors and customer insight, through to mapping out the range architecture with a clear, appealing design, naming and copywriting. A customer review revealed that 90% of consumers preferred the new packaging and the snack packs exceeded sales expectations when they hit the shelves.
Our production team continues to work hand in hand with the factory to ensure the materials, ink and even glue in the packaging meet EU regulations and Holland & Barrett’s high ethical standards.
“Bringing in Point 6 to work in partnership with the specialist branding team here at Holland & Barrett has worked so well. We have been really impressed with their strategic approach, creative flair and passion. Now that Point 6 has joined the ranks of Holland & Barrett’s preferred agencies, we look forward to developing future projects with the team.”
Emma Hobbs, Group Brand Manager, Holland & Barrett
