Packaging communications agency Reach Brands has redesigned the packaging for breakfast bar brand Nature Valley.

The new pan-European design for the granola bars was chosen as, the firm said, it reflected the "revitalising" feeling of nature on a sunny day, and helped the brand stand out against its competitors in the busy cereal bar category.

Brand owner General Mills Europe appointed Reach to revamp the packaging due to the way the design agency works, including the involvement of the consumer at all stages of the process.

"The deep consumer immersion run at the beginning of the project has proven to be really successful in giving us a broad and yet focused arena in which to explore," said Nature Valley European marketing manager Michela Andrenacci.

"As a result, we arrived much faster at something that achieved our design objectives in a very efficient way."

"The natural, uplifting depiction of the valley reflected the new personality and a more honest, ‘just picked ingredients' feel increased appetite appeal. A clear, consistent pack communication and range segmentation helped to achieve greater shelf cut through," he added.

Nature Valley was an early starter in the granola bar category, first launched in 1975.