Rachel's Organic

Satisfying my soul

The challenge

Rachel’s Organic, which has a proud heritage spanning three generations of dedicated female farmers, was facing a new challenge. Aggressive competition and a shift in consumer attitudes had gradually eroded Rachel’s brand space and weakened its authority. Parker Williams was challenged to help redefine and strengthen its positioning to reflect Rachel’s personal commitment to taste and safe-guarding the environment and re-establish their ownable, authentic brand space - simply the best taste that nature can provide.

What we did

Working with the Rachel’s team, we developed a ‘Story of Stories’ visual positioning, which uncovered the many interwoven themes, that formed the building blocks of the Rachel’s brand.

We created a series of concepts which visually communicated Rachel’s traditional British and organic heritage, natural, quality ingredients and pioneering spirit and through design with conscience we sealed these values into our designs. Consumer insight and research provided valuable validation to Rachel’s longstanding commitment to these guiding principles.

Makes you feel good about buying Rachel's when you know
that they share your values by supporting local farmers and
caring about the environment. 

Rachel's Buyer, Birmingham


The new packaging design unleashes distinctive visual strategies that helps Rachel’s reflect inspiration and cues from a traditional British farmer’s market, while retaining the signature black and white colour palette to reinforce Rachel’s calm and confident brand presence in a category awash with distracting colours. The feeling of craft and artisanship and the natural ingredients are brought to life with beautiful hand-drawn botanical illustrations to emphasise flavour and the organic credentials.

Rachel’s is now in a strong position with solid listings and growing market share, creating the perfect platform for innovation and further brand development. A new TV and cross-platform campaign is launching this autumn on the back of this strengthening of the brand.