Creative Agency: Biles Hendry
Project Type: Produced, Commercial Work
Packaging Content: Plant protein energy snacks
Bounce launch new V Life vegan-friendly range
Having worked with the Bounce brand for six years, Biles Hendry was asked to develop packaging for their newest innovation: plant protein energy snacks. Famous for its Energy Balls, the brand was an early pioneer in the protein energy snack market which has exploded over the last few years as a healthy and sustaining alternative to the more traditional high carbohydrate/sugar confectionery brands.
The core range uses whey protein, derived from dairy sources.The new five strong V Life range, which was also named by Biles Hendry, is aimed at a growing number of vegans and people who avoid dairy for health reasons. Offered in five exciting flavour combinations: Coconut Cumin, Beetroot Cashew, Almond Kale, along with Almond Spirulina, and Cashew Peanut.
Biles Hendry’s challenge was to signal this crucial ingredient difference through range name and design that communicates the benefit of non-dairy protein whilst sitting comfortably beside the core range. The solution features a natural cream background with a leaf energy pattern emanating from the centre of the packs, and a leaf flash calling out Veggie Protein as a key claim.
Creative Director Anthony Biles commented, “We needed to create a new visual language and sub-brand name that engages with plant based protein consumers without alienating non vegans. The solution creates a fresh and exciting addition to the range and we expect this range to become a mainstay of the portfolio.”
The new range was unveiled at the Natural & Organics show in London on the 2nd of April, receiving a fantastic reception from the trade.The products will be available from April in the UK from specialist health shops; launching in America this summer.