Bluebird Foods- Identity & Packaging Refresh 

Bluebird is a genuine New Zealand icon and over the years has created a classic range of snacks which have all become household names. These include salted snacks and muesli bars.

Over the years Bluebird had successfully adopted a penguin as the brand icon and a way of expressing the personality of the many sub brands. A review of packaging revealed an overly complex layering of messaging on pack and a Bluebird brand that had no real brand presence.

Interbrand were charged with reviving the Bluebird identity and working through the brand architecture and icons across their entire portfolio of salted snacks including all the sub-branded ranges.

The masterbrand was simplified and made more iconic with a burst of energy whilst retaining the equity and recognition of the existing logo. The visual language and icons on the pack were simplified and made to support the Bluebird brand without overpowering it.

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