Saar | bytoby

SAAR
The Organic Goodness Company.

Our food system is sickly. It should nourish us and the planet - but the proliferation of Ultra-Processed Foods is both damaging to our health and to the systems we use to sustain ourselves. Aligning Saar closely with the Soil Association enabled us to echo the organic principles of ecology, fairness, care and health.

Services

Naming
Brand positioning
Brand strategy
Brand Architecture
Visual identity
Verbal Identity
Packaging design

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Brief

Develop & launch an open & honest brand that will compete at the highest level with companies & products that are damaging our health & the future of our planet. The challenges are really serious, competitors/brands selling & marketing misleading products to unknowing customers looking for healthier options.

Establish a brand that can responsibly carry & uphold a honest messages with products certified 100% Organic into a fast moving marketplace competing for attention & hungry mouths!

We want our range of Organic Cereal & Fruit Bars to be on weekly shopping lists across the UK & beyond over time. Punchy colours, serious messaging, opening honest conversations, transparent & hard hitting benefits from our products.

Insights

Changing the way the consumer thinks & shops was a priority with the UK consuming more ultra-processed foods (UPFs) than anywhere else in Europe. UPFs make up 65% of our children’s diets, and over 50% of our shopping baskets. By working closely with the Soil Association analyists & advisors we were able to gather vital data & direction to position the brand correctly to speak the right tone & present the right facts.

As well as the effect on our health, UPFs have a higher carbon cost, drive biodiversity loss and typically rely on intensive farming processes. It was of the utmost importance to reflect to the market consumer in packaging & brand awareness, the direct goodness that Saar was founded on, showing & representing farmers & producers alike correctly & with the respect they commanded with their high quality produce. Honesty & direct truths are centred within the Saar brand.

Toby was an absolute pleasure to work with, bringing to life the brand & visual identity of our company with the upmost attention to detail, the quality of work and the end packaging was far beyond what we thought we could achieve. Extremely professional and efficient service with a friendly face. 100% Recommended!

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Smit Patel, Founder, Saar

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