Approach

Seriously had built a loyal following, but the packaging had become crowded over time. Colours, icons, claims, and information all competed for attention, making the range harder to navigate than it needed to be.

The goal wasn't to reinvent the brand. It was to bring it back to what made it work in the first place. Simple, natural products presented in a way that feels clear, considered, and easy to trust.

Just as importantly, the range needed a system. Something that could comfortably handle new products, categories, and future growth without creating more complexity.

Deliverables

A complete packaging refresh built around consistency, clarity, and flexibility.

The identity was refined, the wordmark tightened, and the visual language brought together under a single system. Colours were simplified, layouts reworked, and information prioritised so customers can find what they need at a glance.

A flexible framework was developed across the range, covering product naming, claims, certifications, icons, and nutritional information, supported by guidelines and templates for future rollout.

Outcome

The range now feels like a family rather than a collection of individual products. Products are easier to find, easier to compare, and easier to understand. The packaging works harder, while saying less. Most importantly, the system is built to grow. New products can slot in naturally without changing the rules each time.