Bellis Fruit Bars is a South Australian institution, its products are sold in all Australian Supermarkets including Woolworths, Coles, Safeway, Bi-Lo, David Holdings and many other Independent Supermarkets. The company is the category leader and the number one producer of school fruit bars, selling two out of every three fruit bars consumed in Australia, with annual production in the order of 100,000,000 20-gram fruit bars per annum.

Although Bellis Fruit Bars are widely available and the dominant brand in their category, the identity and packaging had not changed in a long time. In fact a number of key indicators of brand design integrity, including colour, proportion and placement of the Bellis logo on packaging and POS material was often at variance.

de Masi jones were briefed by management at Bellis to create a new packaging solution for a range of 45 gram fruit bars to assist the company to appeal to changing purchasing criteria at a leading supermarket chain. The new packaging design had to position the product as having a fresh new approach but still be immediately recognisable as a Bellis Fruit Bar.

de Masi jones also revised the design of the Bellis logo, increasing the width of the letters to give them a ripe full feeling, and adding a leaf motif in place of the dot above the 'i' in Bellis. In this way, the logo now signifies or refers to something about the nature of the product itself. The new look products were launched in early 2004.

'Our relationship with de Masi jones has been an extremely positive one as we reidentify ourself and launch a new range of exciting products.'

Mark Yeomans

Marketing Director
Bellis Pty Ltd