Rachel's, the genuine pleasurable taste
What we did
Our starting point was a visual equities analysis of Rachel's existing branding in order to determine what was working well and what we should explore to meet the new brief. Retaining the brand's distinctive black and white identity, we used gorgeous, real fruit photography nestled against a creamy yogurt swirl to evoke Rachel's fabulous natural tastes and luxurious textures. Warm, friendly story telling round pack brings back the passion and voice of Rachel herself, building the missing emotional appeal.
We made the shopping experience easier too. Simplifying the communication hierarchy means key product messages are easy to spot while clear colour coding through fonts and updated circle motifs help shoppers find their personal favourites.
Alongside the core range redesign, we developed a mouth watering premium tier offer, making greater use of the equity of black and adding glints of gold to lend an extra touch of indulgence.