(Est. 2015) “Squirrel Sisters Ltd is a health and wellness brand run by two sisters; Sophie Tyrrell and Gracie Tyrrell. We believe that there doesn’t need to be a choice between health and fun…we want both in abundance! We strive to achieve a lifestyle where these can go hand in hand, so we get the best of both worlds; the perks of being healthy without compromising on fun. Our mission is to help others believe that in treating yourself you can treat your health! We want you to be proud to be healthy, and encourage those around you to do the same. We want you to be the best version of you that you can possibly be, physically and mentally! We launched our blog in October 2014 and our range of raw snack bars in November 2015. Our goal is to create accessible products and information to help you be the best possible version of you.”
Design Bridge (London, UK)
Images (opinion after)
The old logo was a little clinical, stark, and lacked the playfulness evident through the brand’s founders. The new logo more literally captures their essence through a couple of squirrels who are sisters and whose tails make a heart — it’s a little cloying and too cute but that’s just me. I have the feeling that the two squirrels sort of squirreled their way into the final design after the new wordmark, which is the more evident evolution of the old logo and that I think would have sufficed as a logo. Putting the acorn inside the “Q” is charming and clever and the wobbly typography plays very well with the rough-ish aesthetic of the new packaging whereas the crispness of the squirrels stands out. The old packaging was kind of cool with the duotone/stroked/posterized images and they have maintained that feel in the new packaging through slightly more abstract/artsy renditions of the ingredients. Unfortunately, the squirrel graphic breaks the mood and doesn’t look like it belongs there — however, it does clearly brand the product. Overall, I would let the squirrels loose in a forest outside of city limits and keep everything else.