Harry Hill is a huge supporter of fairtrade. He works with Liberation, Britain's first fairtrade nut company, putting his name (and face) to a range of products. All Liberation’s profits go directly to the producers, so it is especially important that the packaging entices consumers to purchase Harry’s Nuts! However the previous pack design was not working hard enough for the brand and there was a fear of being delisted by the retailers, so we were briefed to give Harry some much needed standout on shelf.
The design evokes Harry’s distinctive personality and achieves standout and recognition for the brand. A photo-illustrative montage of Harry himself conveys his distinctive facial expressions whilst animating him in poses that relate to the growing of nuts. Bold typography and striking colours underpin the visual impact that has given Harry’s Nuts! a unique overall look and feel.
The new design reevaluates the role that Harry plays on pack to give him more of a distinctive visual presentation to increase the impact on shelf and drive sales for this great cause. The design has received very strong press coverage and Liberation is now looking into launching new products under the Harry’s Nuts! brand. The redesign has received highly positive feedback from retailers and has been credited with strengthening staff positivity within Liberation Foods.
“The work Brand Opus has done for Harry's Nuts! has brought Harry Hill alive on our packs of Fairtrade nutty snacks and our peanut butter jars. We are truly nuts about the company's design work which has helped get us fantastic listings in some of the major supermarket chains and other outlets - not to mention excellent press coverage.”