Organic yoghurt company Rachel’s Organic has unveiled its first packaging redesign for ten years to refresh the brand and distinguish between product ranges.
Designed by Wales-based FBA Design, the packaging also aims to attract a new generation of customers.
As well as the refresh, the organic brand has launched a raft of new products, including a range of natural and fruited pots.
Rachel’s Organic managing director Neil Burchell says, ‘This exercise is a major investment for Rachel’s Organic that is designed to substantially increase brand awareness and generate new consumer demand for our product.’
Following on from the black packaging, introduced in 1997, the fresh image features a pattern of black-and-white circles, with a colour discipline for different yoghurt ranges. ‘We wanted to go right back to basics,’ says FBA Design managing director Sue Bolsom. ‘Within the black range, research showed us that there was a need to distinguish more between the products, and we found that the black- and white pattern was top of the Richter scale in popularity.’
Launched last week, the packaging will roll out into supermarkets initially.
Rachel’s Organic was established in the mid-1980s, and is named after co-founder Rachel, who launched it with her husband Gareth Rowlands.