Whole Earth
Whole Earth Foods came to us in 2013 with a problem: although they had a business with a host of first-rate products of the highest quality, the brand remained niche and progress was sluggish at best.
We needed to grow it exponentially without diluting any of its credibility with existing loyal consumers or compromising the values that it had stuck to for over 40 years. This was a brand that had all the right things going for it, so it had definitely earned the right to be significantly more compelling, visually distinctive and relevant to a wider audience. All we had to do was make that happen!
Recognising that the brand name was an incredible but neglected asset, we realised that it could work so much harder. Just those two words alone had the power to convey everything we needed: natural, healthy, wholesome and sustainable. We then drew inspiration from the natural world, working with rugged textures, vivid colours and striking imagery to evoke nature at its best and reflect the beautiful simplicity of Whole Earth’s products.
The work led to their core product becoming UK’s No. 1 in a category previously dominated by much bigger FMCG incumbents, as well as some significant uplift in brand awareness across all their non-core lines.
We needed to grow it exponentially without diluting any of its credibility with existing loyal consumers or compromising the values that it had stuck to for over 40 years. This was a brand that had all the right things going for it, so it had definitely earned the right to be significantly more compelling, visually distinctive and relevant to a wider audience. All we had to do was make that happen!
Recognising that the brand name was an incredible but neglected asset, we realised that it could work so much harder. Just those two words alone had the power to convey everything we needed: natural, healthy, wholesome and sustainable. We then drew inspiration from the natural world, working with rugged textures, vivid colours and striking imagery to evoke nature at its best and reflect the beautiful simplicity of Whole Earth’s products.
The work led to their core product becoming UK’s No. 1 in a category previously dominated by much bigger FMCG incumbents, as well as some significant uplift in brand awareness across all their non-core lines.
before big fish®
before big fish®
after big fish®
after big fish®
