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Revitalising the legacy of an established brand for broader appeal, while retaining traditional values for a dedicated, existing consumer base.

Challenge

Agency Spring was tasked with developing a visual identity for Rakusen’s that would allow the established section of the cracker brand to reach a broader consumer base across multiple product iterations – including gluten free and Passover variants. Previously, the product had only been stocked on world food aisles, but this new packaging would push it out into the general market as part of Rakusen’s strategy to target a wider audience.

Solution

The new look takes inspiration from the signature holes of the cracker and is supported by messaging around simplicity, natural health benefits and a unique flame-baked production process. Once the packaging had been developed, with variants across original, gluten-free, Passover and chocolate-coated products, we turned our attention to the client’s online presence. This included launching a new website, bespoke tone of voice and a content and social media strategy that would amplify the business objective of engaging new customers.

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