British snack brand Graze has revealed its new brand identity and packaging as it aims to challenge the negative perceptions around snacking.
The initiative is part of the firm’s drive to innovate in the healthy snacking sector. To achieve this, it teamed up with creative agency Jones Knowles Ritchie to help define and develop its branding in an increasingly health savvy market. Graze then worked closely with its own customers to test and validate this identity.
The relaunch aims to increase the standout appeal of Graze’s products and create a consistent brand across all consumer touchpoints. The packaging comes in a range of vibrant colours. It is hoped a modernised design will make its products more accessible to a larger group of consumers.
Graze CEO Anthony Fletcher said: “This an exciting time for graze as we continue to evolve and disrupt the healthy snacking market. We are dedicated to achieving our mission of challenging the negative perceptions around snacking and want our customers to grow with us as we help them reimagine the way they snack.
“The rebrand is just one element of our commitment to ongoing innovation across the wider business as we approach our ten year anniversary. We are thrilled to be celebrating with a rebrand that not only encompasses our key brand pillars, but demonstrates how Graze continues to raise the bar when it comes to healthy snacking.”
Lee Rolston, strategy director at Jones Knowles Ritchie, added: “We thrive on working with pioneering brands such as Graze and wanted help them capture the spirit of imagination and innovation at the centre of the business and place it at the heart of their brand identity.”
“We believe the simplicity, standout and bold nature of the rebrand will act as the perfect platform for the next wave of growth for Graze.”
In January, Graze launched 15 new products as it aimed to profit from consumers’ New Year healthy eating programmes.
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