Pal & Leo

A new look for a South American granola brand, helping it launch in the European market and secure high-quality listings.

Background

Originally founded in Buenos Aires, Argentina, Paleo Granola was making waves in the South American market as a pioneer in healthy, gluten-free, sugar-free, and above all, nut-based granola. The great success of the brand in Argentina had brought the founder, Eugenia Tessandro, to the city of Amsterdam to introduce her products to the European market.

Challenge

The challenge was to create a completely new face for the healthy granola brand, which in Europe will be called Pal & Leo. Eugenia believes that a healthy lifestyle is all about balance, balance between good nutrition and the enjoyment of a good glass of Chardonnay. With Pal & Leo, Eugenia wants to make good food easy, quick, and tasty. An essential in every young professional’s kitchen!

Brand Strategy

Pal & Leo offered the brand an opportunity to radically take a different approach from her South American sister. The simple and pure ingredient list, consisting only of some nuts, seeds, dates, and a pinch of salt, made it clear that a design solution was needed to reflect just that. A modern and minimalist design approach was the answer. A soft colour palette, an authentic serif font, and straightforward communication perfectly set the foundation for the brand.

As the brand is already challenging conventional granola norms with its simple ingredient list, why not challenge its use as well? Why stick to only breakfasts when you can also enjoy this granola on a salad? Or how about in a soup? Or even just as a snack? Making Pal & Leo your NUT so typical granola.

Packaging Design

The packaging design will be Pal & Leo’s main shop window, as the brand takes the approach of building its name by presenting itself in local specialty cafés and grocery shops. While most granola brands purely focus on communicating the taste, Pal & Leo prominently presents its ingredient list on the front of the packaging. The product itself is clearly described beneath the ingredient list, followed by the flavour, and finally the product’s benefits presented at the bottom. The vertical position of the logo, stretched along the height of the packaging, makes it unmissable when standing on the shelf. The transparent window wraps up the overall look and feel of transparency, displaying the product prominently. The slight matte finish of the packaging perfectly captures both the organic and luxurious feel of the brand.

Brand Experience

A dynamic design system across multiple online and offline media provides depth to the overall brand’s image. It’s clear that Pal & Leo is NUT your typical granola brand. It’s not just a food product. It’s a feeling, a fashion statement, a moment for yourself.  In times of always running against the clock, it's a real luxury.

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