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 perception presented a new opportunity for Parker Williams to help Rachel’s redefine its positioning, re-establish their ownable, authentic brand space and refresh the entire Rachel’s range.
What we did
It was time to refresh Rachel’s, re-engage consumers with the brand and re-ignite the key drivers to purchase. Working with the Rachel’s team, we developed a ‘Story of Stories’ visual positioning, which uncovered the many interwoven stories, collaborative and co-operative, 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. Consumer insight and research provided valuable validation to Rachel’s longstanding commitment to these guiding principles.
The new packaging design takes inspiration and cues from a traditional British farmer’s market, while retaining the signature black and white colour palette to reconfirm 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.
You can see them on shelf at Sainsbury’s, Ocado and Booths.