The Natural Brands Company launched the Bounce Balls snack bar in 2007, amid criticism of the product’s packaging and brand appeal. However, two years on, although successful in achieving listings and sales in health food shops, Bounce seemed unable to generate the rapid growth an ambitious young brand needs. Bounce Balls were loved by their loyal customers, but remained invisible, undesirable and over-priced to others.
Biles Inc. were asked by The Natural Brands Company to redesign the packaging to make it more appealing to consumers and drive sales. The key challenge was to ensure Bounce got noticed, was understood and shouted the benefits.
One year on and Bounce is now enjoying 95% growth with no above-the-line support, despite the fact that Cereal and Healthy snack bar growth is slowing. The market increased by 8% in 2008, 4% in 2009 and just 2% in 2010, and Bounce Balls has outperformed the category 48 times over.
The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.
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