What we did
- Branding
- Web Design
- Packaging
Trimlyne didn’t need reinventing. It needed bringing back to life. The brand had drifted into old-fashioned “diet culture” territory – serious, restrictive, and out of step with how people really snack. Meanwhile, its audience had moved on. They were busy, overloaded, and tired of being told to be perfect.
Our task was to refocus Trimlyne on the “average Jo”: people juggling work, family, study, and everything in between. Not athletes. Not health obsessives. Just people trying to make slightly better choices, most days. We repositioned the brand as a trusted, straight-talking friend—offering balanced, enjoyable snacks for real life, not unrealistic lifestyles.
Creative
The creative solution was designed to move Trimlyne away from diet culture and towards real life. We built an identity that feels confident without being preachy, and playful without losing credibility. Victorian circus-inspired illustrations represent the everyday balancing act of modern life, giving the brand a memorable and ownable visual language. An under-designed approach, supported by stripes and natural colour palettes, brings clarity and consistency across the range. This system delivers strong recognition on shelf while reinforcing Trimlyne’s role as a straightforward, trustworthy choice for busy people.
Result
The refreshed strategy and creative delivered clear commercial results. Trimlyne secured national supermarket distribution, including Tesco, and achieved strong sales growth following relaunch. The range expanded quickly across sweet and savoury formats, strengthening its presence on shelf and in consumers’ baskets. What began as a brand refresh became the foundation for long-term growth.
“What sets Ahoy apart is their willingness to challenge the brief. They recognised a shift in consumer behaviour that I hadn’t fully tapped into. By pushing for a personality-led direction, they didn’t just update the look, they gave Trimlyne a soul. It’s rare to find a brand that feels entirely fresh yet carries the instant trust of a household name.”
– Julie
Ringmaster
