The building block design of the new BIO+ brand logo provides a degree of light-hearted energy and, in combination with the bright and lively colour palette, has helped boost the brand to become far more modern, cheerful and approachable. The significantly larger and distinctive shape of the brand logo brings confidence and ensures instant stand out and recognition on shelf across all categories – amplifying the brand name to simultaneously strengthen the proposition. Designing the brand logo as a stand-alone icon on pack provides the necessary flexibility to work across a multitude of categories; adapting the colour of the logo to aid range and variant navigation and avoiding the need for additional colour codes, and therefore inks, on pack. The clean white wooden background and uncomplicated product photography align with the straightforwardness of the brand and the naturalness of the products, helping to communicate honesty and purity as well as giving the brand logo space on pack for additional stand out. Having created the strategic design for a core of 26 sku’s ready for a roll out across over 350 sku's, we also designed a Print Ad and a selection of POS materials for use in store to help further amplify the impact of the new look and feel for BIO+.