A FRESH START!
When things get a bit stale, a fresh start can make all the difference. And that’s exactly what we did for the Swedish granola brand, Start. First launched in 1974, the brand had lost its way and was seen as old-fashioned and a bit unhealthy.
A fresh start makes all the difference when things get a bit stale. And that’s exactly what we recommended for Start!, Sweden’s first granola brand, launched in 1974. Seen as old-fashioned and lacking healthy cues, a dramatic repositioning was called for to halt the decline of this national hero and avert its 20% year on year downturn on sales.
In a complete repositioning and pack evolution of the Start! brand, we harnessed some untold truths - its heritage, generous personality and crafted provenance from the cereal growing plains of Järna – in a design that captures the natural townscape of Järna and creates a fresh, vibrant look in tune with a modern Swedish lifestyle.