Global brand experts, BrandOpus, have re-imagined Freaks of Nature–the challenger brand offering a range of naturally free-from desserts & yogurts–across all of its consumer touchpoints. The distinctive, bold redesign encompasses every aspect of the brand including strategy, identity, packaging, website and the creation of a brand world that has been brought to life with a digital and outdoor communications campaign to coincide with the relaunch of the brand into retailers.
Launched to challenge free-from conventions and take on established players, they had the right attitude and the right product, but the brand was struggling to differentiate within the category. In a category often associated with compromising taste we encouraged Freaks to celebrate their incredibly indulgent plant-based desserts, never compromising and always delivering on flavour and taste. The brand needed an identity that would help drive their unique attitude and create impact in the highly competitive chilled aisle whilst conveying pride in their boldly delicious products.
In contrast to the worthiness of the free-from category, the new Freaks brand is all about liberation and being proud to celebrate individuality. We symbolised this carefree spirit with an embroidered badge that stands out from the crowd and lets the brand fly their freak flag with pride. Each range uses expressive and vibrant fabric-inspired patterns in a riot of colours to aid standout and range differentiation. Eclectic objects, curated colour palettes, quirky layouts and a confident tone of voice bring their unique personality to life across all touchpoints including the outdoor communications campaign.
Paul Taylor, Chief Creative Officer at BrandOpus says “Freaks of Nature came to us with an ambition to change the way free-from is perceived. We have created an expressive visual identity that flies the flag for individuality and challenges the conventions of the category. Now, whether you are a regular free-from shopper or just fancy a delicious treat (that happens to be plant-based) you can buy into a brand that proudly celebrates being different.”
Pete Ahye, Founder and Executive Chairman at Freaks of Nature says “We are thoroughly delighted with the new look for our brand. BrandOpus were truly excited about working with Freaks of Nature and this translated into their creativity and passion. Given the fast pace of which we needed to move, BrandOpus were able to use their strength in depth to make sure we hit some tight deadlines. We have great packaging that we are all very proud of!!”