Rachel’s, which is Britain’s first certified organic dairy, chose to refresh the logo following consumer brand research. The simplified logo now simply features the word ‘Rachel’s’, though the word ‘organic’ still appears on the packaging.
Rachel’s refreshed its logo following consumer brand equity research in the company’s 25th anniversary year. The logo design has changed at least four times during its history.
The brand name was originally ‘Rachel’s Dairy’, which remains the name of the company. It was changed to ‘Rachel’s Organic’ in 1997 and has been used for about 12 years. From now on, the logo will just feature the signature of company founder Rachel Rowlands, which was introduced in 2003. The simplified logo will be phased in gradually on Rachel’s packaging over the coming months as new and revised organic dairy products come on-stream.
In future, all Rachel’s dairy products will continue to feature the word ‘organic’ very prominently, but the logo will simply be ‘Rachel’s’. Research showed that existing consumers call it that anyway and that the majority preferred the simpler version.
Steve Clarke, marketing director, said: “Our experience of organic dairy is that people buy things based on quality and taste. Being organic signifies that we use simple, high-quality ingredients from sustainable food sources that help deliver on this promise. Rachel’s has always been about taste, quality and stylishness. Being organic is part of this.
“Rachel’s has had a great start to the year, with sales of our organic yogurts and desserts up 18.3% in the first quarter of the year (year on year), so we continue to see fantastic growth as new consumers discover the brand. We’d also like to take this opportunity to thank our loyal consumers for their continued support, and reassure them that we’re as committed to creating great-tasting organic dairy products as ever!”
Source: Rachel’s Organic
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