Go Lower

An estimated five million UK consumers are said to be on low-carbohydrate diets such as Atkins and South Beach. The popularity of such diets has been fuelled by celebrity endorsements and concerns over the health effects of refined carbohydrates.

Based in Edinburgh, Go Lower Ltd is a new company dedicated to bringing the British consumer high quality foods that fit the low-carb lifestyle. Its goal is to create an entire range of products made from naturally low carbohydrate ingredients, and that have more flavour than those currently available.

Go Lower wanted their brand to stand above other low-carb products currently in the marketplace. They had a clear vision of their target consumer group, and were taking great care over the product quality. These aspects were to be reflected in the brand and packaging.

Moriarti were appointed to design a new brand identity, packaging, web site and point of sale materials. The first products to be developed were three varieties of a nut bar snack.

Initial design proposals were developed around the creation of a strong brand and its application to packaging for a selection of products. Once core designs for the brand were approved, Moriarti focused on refining the packaging design for the individual nut bars and their outer display cartons. Working closely with client and packaging manufacturer, prototypes were prepared at various stages of the design process to ensure that the requirements of both were being addressed. Using a foil wrapper with contrasting matt and metallic finishes, and incorporating dynamic lifestyle images, the finished design positions GoLower Nut Bars as premium products aimed at health-conscious consumers with busy schedules.

The visual theme created for the packaging was subsequently carried through to the design of support material – a website, sales presenters, exhibition display banners and product advertisements – and is now being applied to extensions of the product range.