The team at Novo Farina, (known for their excellent range of pea flour products) saw a gap in the market for a superior British snack, so they set about experimenting with recipes, ingredients and flavours and voila, Simpleas was born… Supearior snacks made from supearior British ingredients. A snack that people can feel good about eating because of what it can do for them and where it comes from. They briefed me to create a friendly, approachable brand which celebrates the great British pea and all the natural health benefits of the product, with of course excellent pop at shelf. We worked together from the very beginning exploring the category and competitors, brand naming, pack design, print and merchandising.