Giant Bar’s Playful and Vibrant Illustrations for Packaging by The Collaborators

Background: The Need for a ‘Proper’ Brand Sam founded Kingsbake back in the 90s and had grown his cereal bar bakery into a successful contract manufacturing business and maker of the Ma Baker range of flapjacks. Its most popular product was Giant Bar – a big-eat-of-a-flapjack with an almost unlimited number of variants and well-established on-the-go distribution. Unsure of how to leverage the portfolio to capitalise on the growing demand for cereal and energy bars, Sam realised he needed a ‘proper’ brand that could drive margin, guide future NPD development and expand distribution. The Solution: Big Bar, Big Personality With its big portion size, high fibre oat-appeal and delicious range of flavours we recommended playing up Giant Bar’s generosity and taste credentials. With over 25 years