Spreading brand awareness through goodness
Fearne & Rosie are the children of founder Rachel Kettlewell who had a vision following years as a teacher to create a healthier option in the Jam industry. By reducing sugar and increasing fruit content she created a tasty alternative that families could turn to guilt free.
Consumer research found a low awareness of the brand and the founder felt it was time to evolve the brand to better align with consumer behaviours and needs.
Brand strategy/ Design/ Art Direction
This is a sneak peak of work in progress ...
In distilling the key messages we felt it important to lean into the family focus; particularly due to the brands' partnership with children in need. As a fellow parent; the idea that the brand is spreading goodness; be it through charity partnerships, nutrition or recipes for parents really resonated with me and I loved the idea of 'bringing that moment of calm.' This brand page that we created sets the tone of the brand; helping to solidify how we approached the evolution of the brand and its assets.
As an interim stage we revisited the front of pack. With such a limited space on the front of pack we are looking to tidy up the current label to focus on the brand to improve awareness and shelf standout exploring block colours, textures and lockups. There is a fine balance to be met to prevent the front of pack from being overcrowded.
