Projects credited in
- Swedish Fish Brand and Packaging RedesignSwedish Fish arrived in the USA in the late 1950’s as an import from Sweden and over the years, this fish shaped candy has become entrenched in US candy culture with a fiercely loyal following. With the last redesign carried out over thirty years ago, the brand was looking tired and old fashioned and lacking relevance for the modern consumer. Bulletproof were briefed to modernize Swedish Fish with a bold design that would clearly communicate its lighthearted, witty personality and the new brand1
- Sagres Visual Identity and Packaging RedesignBrief in brief Portuguese beer brand Sagres is set to shake things up by relaunching its portfolio with new packaging and visual identity. Following a creative and strategic pitch Bulletproof were appointed by brand owner Sociedade Central de Cervejas e Bebidas SA in March 2016. Originally created for the 1940 Portuguese World Exhibition, Sagres was named after the 15th century village which marked the casting off point for intrepid Portuguese explorers to the new world. This pioneering spirit and boundless ambition remains at the heart of the brand today, with Sagres now the market leading beer brand in Portugal. Always innovative, over the years Sagres had expanded its portfolio to match consumer needs with new formats, styles and flavours such as Mini, Preta, Sem Alcool and Radler. But the packaging and visual identity didn’t reflect the true quality and brewing expertise of the brand and needed urgent modernisation. Sagres was also facing intense competition within the Portuguese beer market, which had become crowded and fragmented with an influx of international and craft brands. Bulletproof was briefed to help Sagres reconnect with Millennials by reinforcing the brand’s DNA of Portugality, quality and conviviality.1
- Ritz Brand and Packaging RedesignBulletproof had already put the glitz back into Ritz back five years ago, when we created the pack design that placed the iconic crackers shoulder to shoulder on shelf. But despite its iconic status, Ritz was getting overlooked in the ever growing snacking aisle, with more and more consumers seeking healthier alternatives. The time had come to review the Ritz recipe and contemporise the branding to help it reconnect with consumers. With an improved recipe to communicate and a new flavour varian6
- Quorn packs meat-free category full of flavour, with aspirational new design by BulletproofFounded in 1985, Quorn has grown to be the leading meat-free brand in the UK and Ireland and has recently expanded into France and Italy. With an ambition to accelerate worldwide growth for the brand, Bulletproof was briefed to create a contemporary new brand identity and packaging system for Quorn that would attract a new consumer base seeking delicious meat-free products as part of a healthy lifestyle, without alienating current core consumers.1
- PizzaExpress Leggera Packaging DesignPizzaExpress has launched a retail version of its popular Leggera restaurant range of ‘healthier’ pizzas, with fresh and contemporary packaging design by the London office of strategic brand and packaging design agency Bulletproof. Following their successful work on the redesign of the PizzaExpress ‘At Home’ retail packaging in 2016, Bulletproof were appointed to the project in September 2016. Launched to complement the current PizzaExpress chilled retail pizza range and the restaurant offering, the new ‘healthier/better for you’ positioned Leggera range features three pizzas: Chicken & vegetable, prawn & broccoli, and squash, kale & goats cheese variants. Aimed at lighter meal occasions and portioned for one person, the pizzas are made with a multigrain base and contain around 400kcal. Bulletproof comments: “A healthier/better for you range shouldn’t mean a taste sacrifice. The new PizzaExpress range signposts the lighter, healthier proposition, while ensuring it still feels part of the PizzaExpress family. A fresh green range colour complements the rich, vibrant, healthier ingredients."
- PizzaExpress 'At Home' Packaging RedesignPizzaExpress has relaunched its ‘At Home’ range with bold new packaging and improved recipes as part of a ‘one brand’ strategy designed to attract more of its restaurant customers to the retail range. The brief was to creat a solid master brand proposition for the PizzaExpress retail packs that would reflect the current brand positioning, while also leveraging the warmth, passion and artisanal detailing of the PizzaExpress restaurant brand.5
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