Nature Valley reaches for new packaging designs

Nature Valley is relaunching on Monday with new packaging designed by Reach.

General Mills Europe, which owns the granola bar brand, appointed Bristol-based Reach to redesign Nature Valley's pan-European packaging in Autumn 2008.

Mark Rylands, creative director of Reach, said: “The challenge was to strengthen Nature Valley’s emotional engagement with the consumer while building on the core equities. The natural, uplifting depiction of the valley reflects the new personality and a more honest ‘just picked ingredients’ feel increases appetite appeal."

Reach also recently unveiled new packaging for Wickes Paint.

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