FOR IMMEDIATE RELEASE

Happy Olive Tree's "Happy Salads" Identity System Brings Color and Playfulness to Organic Food Packaging

Happy Olive Tree, an Australian-based organic food company, has partnered with Bangladesh's Dotbirth creative agency to introduce a bold new brand identity. The rebrand centers on the "Happy Salads" system-a modular visual language inspired by the vibrant colors and shapes of organic ingredients. This approach aims to break away from the muted, conventional packaging that dominates the organic sector, instead celebrating the natural richness and diversity of healthy foods.

The design team's research revealed that half of Australia's population has overseas heritage, with many consumers seeking organic foods as cultural staples. Despite this, organic products often lack visual excitement on store shelves. To address this, Happy Olive Tree's new identity incorporates a playful palette and flexible graphic elements, allowing for endless combinations across packaging, digital, and print media. The system is designed to be as dynamic and customizable as a salad itself, ensuring the brand stands out in a crowded market.

The rebranding process involved extensive audits of existing materials and in-depth observations of consumer behavior in supermarkets and local bazaars. Insights from these studies highlighted the importance of color and sensory cues in purchasing decisions, especially within the growing farm-to-table movement. The resulting Happy Salads system not only differentiates Happy Olive Tree from competitors but also communicates freshness, fun, and inclusivity-qualities that resonate with Australia's diverse, health-conscious consumers. The new identity, first revealed in August 2024, has already been recognized with an Iron A' Design Award for its innovative and practical approach to visual communication.

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