FAB News are looking at back at some of the outstanding projects that were awarded at the recently concluded FAB Awards. We highlight Raw Halo and B&B Studio’s success at The Awards Show as GOLD FAB Award Winners for Brand Redesign at The 22nd FAB Awards.
Raw Halo
Brief
Raw Halo pushes raw, vegan chocolate to a new level in terms of taste, quality and ingredients – all without sacrificing on flavour. At the heart of the brand is a commitment to a product that is ethically sourced, ethically made and ethically minded. Each ingredient – from cacao to coconut sugar – is sourced from small, organic farms and traded for a fair price.
Having solidified its position as a market leader in the niche vegan chocolate market, Raw Halo approached B&B studio with a challenge to help showcase the unique quality of the product, whilst simultaneously bringing the brand further into the mainstream.
Strategy
The premium chocolate category is closely aligned with luxury, and has followed its evolution from exclusivity and affluence, to exoticism and craft, to an emerging focus on health and wellness. The new visual identity for Raw Halo puts the brand at the forefront of this shift, raising the bar with an aspirational chocolate that benefits mind, body and spirit.
B&B studio have repositioned Raw Halo to celebrate the fact that it is kinder to your body and the planet through a new ‘glowing with goodness’ positioning, helping people to feel good about indulging. The subsequent redesign shows how indulgence is able to align with ‘wellness’ in an aspirational way.
Results
The new design combines the reassuring familiarity of mainstream chocolate design cues with a modern vibrancy. Bold typography creates a ‘halo’ in the negative space, and a radiant colour palette showcases the positive and celebratory quality of the product. Foil and embossing brings a touch of luxurious shine.
Raw Halo’s packaging is 100% recyclable and entirely plastic free. On the inside of the wrapper are details of the brand’s ethical credentials, from how the ingredients are sourced to the production process and a partnership with charitable organisation One Tree Planted. Captured in the brand’s bright and honest tone of voice, this inner detail allows the design of the outer pack to remain pared back with the brand name and logo taking pride of place.
The new brand identity and packaging design sets a new benchmark for the premium chocolate category, putting it at the cutting edge of the wellness confectionery shift with an identity that feels celebratory, not worthy or pretentious.
The new brand design has helped secure multiple listings for Raw Halo, including with Sainsbury’s. The new design is only just hitting the shelves but already sales have increased circa 25% in Waitrose.
Meg Chapman, Raw Halo Founder.
“We’re delighted to see this recognition for B&B’s work on our re-brand. We’ve seen such great results in-store since launching our new look – our bars now have great standout in what can be a busy category. It’s great to know our chocolate now looks as good as it tastes.”
Creative Director: Shaun Bowen
Designer: Jennie Potts
Account Director: Kate Thomas
Strategy Director: Lisa Desforges
Source: FAB News
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