Designed by Believe in, United kingdom.
Following a successful 3-way pitch Believe in™ were commissioned by Raw Lisa™ to create their brand identity and packaging for a new range of delicious raw, gluten- and dairy-free breads/crackers.
Raw Lisa™ creates convenience based raw food products – a relatively new, yet fast growing concept in food retail. Founder Lisa Sture is also a leading figure in the Raw Food movement. Their products will initially be launched in the specialist food sector with the intention of reaching the mainstream via supermarkets. The objective is to appeal not only to Raw Food devotees, but also those looking for healthy convenient food options.
The Raw Lisa™ brand identity is bold and confident, reflective of the pure nature of the products. The logo is applied in conjunction with a series of abstract, germination-like illustrations which grow from the aperture and represent the living ingredients. The shapes within the customised typeface reflect seedling shoots.
The strapline ‘As nature intended’ further emphasises the natural health benefits of the products.
“A strong colour palette has been deliberately developed to reflect the energy and living nature of the raw ingredients and the truly vibrant flavours of the products. This is a brave move in a marketplace typically saturated with underprinted raw aesthetic.” Blair Thomson Creative Director, Believe in™
Every aspect in the design of the packaging has been considered to reinforce the Raw Lisa™ brand identity and values. From the custom architecture of the fully recyclable box – which incorporates curves taking cues from the circular logo and shapes in the typography; right through to the plant-based compostable cellophane wrap and recyclable sticker seal.
The identity is applied using silver foil blocking to reinforce the premium nature of the product. The raw tactile finish of the package was achieved by printing on the uncoated side of the FSC box board, this also provides subtle raw texture within the foiled areas.
The resulting vibrant package has strong shelf presence and is a bold introduction for Raw Lisa™.
The first three Raw Lisa™ products – Onion Flatbreads, Tomato Breadsticks and Seed Snaps are to be launched July 2011.