Our new graze logo is bigger and bolder than ever. Full of personality and character - with a couple of subtle cheeky smiles and a some hidden seed-like shapes. Designed as a masthead across all packaging to create much more consistency and retail standout across the range.

The headline type uses Bogue for a bold yet friendly feeling. The typeface feels approachable, yet retains a premium and elevated feel. The body copy is Agrandir for a touch of function, whilst the handwritten type, Lore, adds chef's notes and a playfulness to provide counterbalance.

The new colour palette is bright and punchy whilst remaining natural, for better stand out both online and on-shelf. The evolved 'graze green' is a subtle but important departure from the original - epitomising positivity, joyfulness and vibrancy and remaining progressive and modern - and ultimately, complimenting the 'graze rainbow' of on-pack colours perfectly.

On-pack photography is fundamental to shopper marketing, showing the product that sits inside and ensuring each product is distinctive. To anchor the imagery, we introduced a number of illustrated hands holding the product. A simple way to add visual difference and human tactility.

The brand strategy is built around the idea of Little Snacking Wins. The idea that graze can play a fundamental role in helping everyone make small but better decisions when it comes to their eating habits. As a healthier snacking brand, it allows graze to claim an authentic positioning without over-selling. All done with a playful tone of voice that is as entertaining as it is helpful, and a visual brand world that dials up the taste to 10.