The consultancy was appointed in October 2009 after it was recommended following work for another Wellness Foods brand, Grove Organic Fruit Company.
Brandopus was briefed to increase the brand’s on-shelf presence and create ‘table-worthy’ packaging, says Brandopus client services manager Avril Tooley.
Rowse marketing manager Kirstie Jamieson says, ‘We wanted the brand to have a more active role in the purchase decision, rather than being purchased on its product attributes alone.’
The new identity, which will be seen on packaging from the beginning of June, has been inspired by the honeycomb shape and uses handwritten-style typography to reflect farmers’ market culture, says Tooley.
The identity will be used on packaging, point-of-sale displays, print promotions and material for trade shows. It will also be used on Rowse’s website, which has been designed by digital consultancy Analogfolk.
Tooley says, ‘We wanted to create an identity that reflected [Rowse founder] Tony Rowse’s passion and love for honey. The honeycomb shape reinforces the brand’s natural, home-made and traditional values – honey in its truest form.’