The healthy snack brand Bear was founded by personal trainer Hayley Gait Golding after her clients constantly complained about difficult diets and getting their families to eat fruit. Therefore; the product was not directly marketed at children at first, however, the additions that were added later in the design process steered the direction to be more child-focused. The name Bear came from an article Golding read discussing how city bears that eat from bins 30% fatter as well as 30% less active, so the roots of the brand are deeply health conscious.
The brand has several different sub-brands including their main product ‘YoYos’ that are, according to the website, ‘perfect for lunchboxes’. They also produce ‘Paws’, for ‘little paws 12 months+’, ‘Claws’, and ‘Alphabites’. The takeaway is that that the brand certainly re-directed its target market from adults who complained about diets to being child-focused. As well as ProperCorn Kids, Bear also features character cards as well as various limited addition variations as they work with different organisations such as The Wildlife Trust.
According to studio B&B’s website, who branded the company, “BEAR both reinvented dried fruit as a healthy snack and created the design codes of natural snacking.” They also say that they wanted to avoid overly reassuring imagery and wanted to have a stronger focus on the ‘no added nonsense’ approach: visually communicating this message through naive illustration.
The main take away from looking into the Brand bear is their ‘no-nonsense’ approach and how they strayed away from the overly re-assuring packaging that already existed on the market. Healthy food brands tend to focus on their product’s health benefits, however, this could actually deter a customer from buying the product. Perhaps, the simple way is the way to go.
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