Raw Rev re-designs packaging to boost visibility and communicate nutritional value

28 Feb 2023 --- Raw Rev has partnered with creative and brand design agency Pearlfisher’s New York City studio to help redefine its brand strategy, visual identity and packaging. The redesign has a “mission to revolutionize our relationship with nutrition.”

The core creative idea of the redesign was “Irresistibly Raw.” Raw Rev created corresponding hand-drawn visuals of the flavor and ingredients for the individual granola bars. The company describes the design as a ‘raw’ illustration style.

“The ‘irresistibly raw’ design speaks to the fact that a nutrition bar can be at once bright and spirited – but also caring and healthy,” Hamish Campbell, vice president and executive creative director at Pearlfisher, tells PackagingInsights.

“For Raw Rev, there was an opportunity to reinvent, help drive relevance and stand out from the crowded shelf. We were able to give Raw Rev a new purpose, enticing consumers to eat what makes them feel healthy and happy.”

Balancing playfulness with science
Raw Rev believes its more scientific secondary typeface balances the playful design. The otherwise cheery aesthetic has the “expectation of expertise” and science-backed formulations, creating an “enticing yet rooted in nutrition” style, says the company.

“The new packaging will help Raw Rev to excite existing consumers as well as attract new ones. Our new design creates and cultivates a brand identity that resonates with consumers and sets Raw Rev apart as a nutritious option that’s healthy, full of flavor and offers delicious varieties,” says Campbell.

Rev Raw’s new logos and imagery from its rebranding. Launched in 2004, Raw Rev was one of the original “better-for-you” bars offering a vegan snack. From its conception until now, Raw Rev has been known for its surprisingly delicious flavor despite the low sugar content, says the company.

"Having a consistent identity helps consumers to have a clear understanding of what a brand represents. A product’s packaging can highlight how a brand differs from others in the market. After nearly 20 years, Raw Rev was perhaps becoming a bit outdated with notions of how health bars appeal to consumers,” Campbell continues.

The company wanted a new design that matched its “reputation for deliciousness while delivering the raw attitude that set them apart from day one.”

“We created an energetic, bold brand world through art direction, playful photography and an engaging tone of voice that celebrates a new visual language of wellness. We’re now able to showcase a variety of flavors that appeal to taste – we can showcase that it’s full of flavor as well as its nutritional benefits.”

The Raw Rev brand’s target ages are 25-54 and are evenly distributed among men and women. “The Raw Rev consumers want nutrition made simple – they want convenience without compromise,” explains the company.

Rebrands for consumer awareness
Last year, Albertsons Companies partnered with Library Collective to re-launch its Soleil Sparkling Water brand, showcasing colorful new packaging designs and a Gen-Z focussed retail angle featuring music and social media.

Similarly, Kellogg’s launched a new snack range look in partnership with global brand transformation company Landor & Fitch. An analysis of the company’s share of the breakfast category identified an opportunity for Kellogg’s snacking range.

The redesign of its snacking identity was created to leverage the strength of its masterbrand – comparable to the strategy behind its cereals rebrand – to produce a more consistent look for the snacks portfolio and, in turn, increase presence in the snacking aisles.

“Rebranding is a unique moment and a great opportunity for brands. When done right, it can lead to new customers, increase brand loyalty among existing ones and position your brand in a new and exciting way,” concludes Campbell.

By Sabine Waldeck

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