Originally named ‘9Bar’, the brand needed to elevate itself from a single product format to a brand that can offer a wider portfolio of products to a more mainstream audience.
Through the re-design, we defined a single-minded Masterbrand approach with a bespoke brand colour to achieve standout, excitement and impact in a multi-coloured and cluttered category. A symbolic ‘9’ has been created as the icon for the brand, reflecting the idea of potential, growth and energy, and a brand tone of voice has been developed that communicates the key benefits and attributes of seeds – that sits at core of all products.
As a part of the re-design, 9NINE has re-launched their core bars and created an innovative range of great tasting snacking options – Seed Fusions and Seed Bombes, with further ambition to expand into new product development in the coming months.
Prior to launch the Raspberry, Carob and Chia seed bar was released exclusively for purchase on EasyJet flights. Featured in the in-flight magazine and supported by comms the sales have increased a massive 134%.
Paul Taylor, Chief Creative Officer at BrandOpus says, “The brand needed to shift from its niche proposition to become relevant for the more mainstream healthy consumer. The re-brand is distinctive and vibrant with a single mindedness that gives it significant presence at fixture.”