Fuelling the nation
Reclaiming relevance, taste and growth
Mondelez, LiGA
Visual Identity / Packaging
#1
Market share in category
+10%
Growth of new LiGA Bar range
In 2016, facing stagnating sales and an old-fashioned image, LiGA was looking for a more dynamic and appetising packaging design.
There was also a structural issue, in that LiGA had become a token ‘umbrella’ brand for a range of once individual sub-brands, but without a strong master brand system to support this growing family
Avoiding the fashionable but generic hand-made look employed by challenger brands, the ‘red wall’ dramatically boosted LiGA’s shelf impact and increased sales for the first time in years.
The 2020 update simplified variant coding and further boosted appetite appeal, as well as systematising LiGA’s future ownership of its sub-brands.
In 2023, after a retailer-led reclassification of ‘healthy in-betweens’, LiGA found itself split between two separate shelves. The bar range had already become the growth driver of the brand, so we created a more coherent sub-family range to aid consumer navigation and choice.
Read Less