The name Lowcal plays on the phrase “low calories”, targeting those who are looking for a tasty and lightweight cereal bar, to reflect this, it utilizes a minimalist and clean style.

It looks and feels lightweight through the use of soft colors, bubbly text and flat graphics, featuring slightly roughened edges to give a “human” impression that is visually empathetic to the consumer and provides a welcoming presence.

The use photography features the split pieces of a cereal bar revealing its contents implying juiciness and creating appetite appeal whilst also making for a playful and fun composition.