To cut through competitors and take advantage of a growing market, we needed to realign the messaging, tone of voice and packaging of the brand. We based the new messaging on the core product: 'Raw' and the target consumers need for authenticity. The new strapline became 'The raw truth brand'. The design reinforces this with natural textures. The brand also identifies with it's strong 'Mission' for change through bold on-pack shapes, colours and logo which gives an iconic shelf stand-out appeal.