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“WHAT THE FIBRE?!” reframes standard beans as culturally meaningful staples through expressive packaging, clear hierarchy and everyday contexts. The system aligns with Lidl’s playful brand identity while introducing a fresh, humanised visual language that supports fast, convenience‑led shopping habits. In a decade dominated by AI‑generated design, this project champions authentic illustration to connect with Gen Z and make fibre visible, relatable and easy to choose.
The project delivers a complete fibre‑first product system, including a full bean bottle range with designed caps, neck labels and expressive front illustrations. An additional bottle holder enables multi‑pack sales and reinforces a tactile, material‑led brand moment. At the same time, an accompanying recipe pamphlet integrates fibre-rich beans into everyday meals with simple, affordable guidance. Together, these outputs form a cohesive, humanised packaging ecosystem that makes fibre visible, usable and culturally relevant for emerging adults.
Drawing on the effectiveness of protein‑dominant supermarket cues, this rebrand reintroduces beans into recognisable spaces to showcase their diversity and everyday value. By adopting the clarity, confidence and shelf impact that made protein marketing so influential, the identity positions fibre as modern, relevant and easy to choose. With dietary behaviours established largely between 18–25, this age group is essential for driving long-term fibre engagement.
