After the success of the RDA Organic brand, our client asked us to create a less expensive variant that would be accessible for the entire family.
Core range: Consumers can buy an everyday fresh organics range that will appeal to the whole family.
Kids range: Once kids are past baby food, organic food options are limited. They’d enjoy progressing to a “big-kid” brand.
Our branding heroes the product’s pure organic fruit, and is clear and playful enough to appeal to a broad age-range. Pip quickly became a market leader and now consists of 11 SKUs. The kids’ range has innovative Tetra-Wedge no-drip packs featuring fun fruit characters. For the take home version, we developed a smaller 750ml Tetra-Pak, responding to a consumer bugbear about waste.
WHAT WE DID
Consumer insights, brand research, strategy and extension, naming, packaging design, multipacks & SRP, brand management, POS and QSR communications.