graze relaunching a tasty new look for the UK's biggest snack brand.
graze’s rebranding centres on its mission to promote "little snacking wins"—helping people make small, healthier eating choices. Collaborating with Graze’s in-house team, the brand's positioning, logo, and packaging were refreshed to ensure relevance for the next decade.
The new logo is bold and playful, featuring hidden smiles and seed-like shapes for added character. A cohesive masthead design enhances packaging consistency and retail visibility. Typography balances boldness and approachability with a mix of functional and playful typefaces, while the updated color palette is vibrant yet natural, anchored by an evolved "graze green" that conveys positivity and modernity.
Packaging emphasises taste and tactility with product photography and illustrations of hands holding snacks. The strategy is complemented by a playful, authentic tone of voice, reinforcing Graze’s role as a healthier, enjoyable snacking option.
Services
Strategy
Identity
Design
Packaging
I want to express my gratitude and appreciation to the fab team for their support in cracking this brief. It was a great process from cultural understanding and insight to strategy and a breadth of creative routes that ultimately led to an evolved identity that sets the brand up for the future.”
Selected work
