Ryvita, the original Rye crispbread, has announced that it is relaunching with a new look which will hit shelves this month. The vibrant and eye-catching packaging design was created by award-winning branding consultancy Coley Porter Bell and reflects Ryvita’s positive take on health and consumers’ desire to get more good stuff inside.
Tasked with changing the perception of Ryvita Crispbread from a diet food eaten in January, to delicious crunchy rye breads packed with nutritious goodness, Coley Porter Bell used its proprietary Visual Planning to create a revolutionary design that’s full of vibrant colours, dynamic imagery and down-to-earth wholesomeness.
Targeting health conscious women, the relaunch refocuses from what’s not in the pack to what is in it, namely rye. It is literally bursting with the goodness of rye* and is the perfect canvas for peoples’ favourite toppings that can be enjoyed all year round.
With the launch of many competitors and me-too alternatives, it was important to stand out on the shelf, and Coley Porter Bell moved away from the homespun and muted colours of other brands by taking a healthy goodness approach in a more vibrant, upbeat and bold way; giving consumers a reason to choose it over its competitors.
Jennie Cooper, Senior Designer at Coley Porter Bell commented: “It’s always a challenge to take an already much-loved, classic brand and make it even more impactful in a crowded sector, but Ryvita has a rich history and we’re excited to see how its updated image will be received by new and existing customers. Ryvita’s rebrand has given the product a new lease of life and fits perfectly in the lives of modern consumers who are looking for products packed with goodness.”
Mia Hartwell, Senior Brand Manager at Ryvita adds: “We are incredibly excited to see our bold and vibrant new pack design hit the shelves. Coley Porter Bell have brought to life “Rye Goodness”* that is intrinsic to every slice of Ryvita Crispbread. They have done this in a bright, confident way that modernises the brand and will drive fantastic standout at fixture”