Rachel's Rebrand 2010

Category Food packaging and branding
Client Rachel's Organic
Agency / Designer FBA

Brief

To refresh all Rachel’s packaging; refresh logo for stronger shelf impact; review pattern element to make less premium, more accessible; review Rachel's natural yogurt range as previous cream colour more often than not stocked erroneously in the fruit yogurt section. Find cost savings; increase appetite appeal; increase sales!

Result

Rachel's was able to build on previous iconic design and increase reach to a wider audience. They successfully repositioned their naturals range and launched a new 'Pouring' yogurt. The redesigned generic lid provided huge savings. The new pattern was adapted for all Rachel's comms, including its website and an Emma Bridgewater breakfast bowl promotion (10,000 sold). Rachel's Steve Clarke said, "FBA’s redesign was an outstanding success, with far greater prominence on the supermarket shelves."

Solution

FBA opted to retain the 'circles' element of the pattern, loosening it in freer, more fun interpretation to allow increased impact for fruit photography and thus enhanced appetite appeal. For the natural yogurts, we changed the colour code and circles to pale blues and white, in line wit the category norm in the natural yogurt shop fridge section. Consistent use of the daisy image also reinforced the natural identity. A distinctive generic lid for the majority of pots was devised to save cost.