Guilt-Free Snack Gets Transparent Design

Health and wellness food company Atkins Nutrition has launched Atkins Harvest, a new sub range of carb-lite, low sugar, gluten free bars, into the UK with strategy, identity and packaging design by Brandon. The new range aims to move Atkins into the gluten free aisle, as the trend for healthy eating and guilt-free snacking continues. Brandon designers moved away from the bright, vivid colors that fill the gluten free aisle to a more transparent and natural look, including a clear window that dominates each wrap to clearly show the snack bar itself and its ingredients of nuts, seeds and fruit.


A two-leaf graphic device sits at the top of the window to communicates at a glance the two key messages of carb-lite and low sugar.  Steve Conchie, Creative Director, Brandon, said: “We wanted to let the naturalness of the products speak for themselves and the use of a large window to clearly display the bar, allows that immediate transparency. A simple color palette of white, with three earthy shades communicates the three flavor variants, creating a much more product-reflective approach … The simplicity of the transparent window, ingredient cluster and leaf graphic for the two key messages ensures the benefits are easily communicated.”