Whole Earth branches out with “natural” visual identity

Organic food brand Whole Earth has unveiled a new visual identity, which aims to communicate its products as “natural”, says the company.

The new look, designed by Big Fish, has been applied to the whole range of products, including peanut butter, chocolate spread, drinks, cereals, and other “store cupboard essentials” such as baked beans, tomato ketchup, and caffeine-free coffee.

The design features a selection of trees as the template logo, and a palette of colours representing different flavours.

The drinks range additionally sees accompanying keywords and symbols incorporated for different flavours, such as lemons, elderflowers and cranberries.

“Whole Earth’s peanut butter was in danger of remaining a well-kept secret,” says Perry Haydn-Taylor, founder and creative director at Big Fish. “The old packaging was under-representing the wholesome and ethical values that make this a favourite among discerning foodies.We rebranded to reinvigorate the Whole Earth range and elevate it to its rightful place as the finest money can buy.”

Coinciding with the rebrand is launch campaign Nature’s Wonder-Fuel, which aims to help Whole Earth Peanut Butter be seen as the “perfect complement to an active lifestyle” and “the number one peanut butter brand”, the company says.

Organic food company Wessanen UK owns Whole Earth, alongside brands such as Clipper tea. Whole Earth was founded in 1967 “to bring natural foods to consumers”, and last underwent a brand redesign in 2013, undertaken by Springetts.

Big Fish has previously worked on the branding for other Wessanen brands, including Clipper.

The new Whole Earth visual identity begins rolling out this week.