The Rude Health brand has unveiled a fresh new look for its successful range of dairy-free drinks. The move is being accompanied by a switch to an Elopak format, made with 100% renewable materials and 100% recyclable.
The new design aims to help current consumers navigate the fixture, as well as help recruit new customers to the category. Strong visuals and brighter, bolder graphics have been used to create greater stand out on shelf, while the iconic ‘lips’ have been made more prominent on pack, representing both the delicious taste, as well as the Rude Health ‘attitude’.
The new packs, which will be rolling out gradually from October, also more clearly communicate the nutritional benefits and ingredient messaging. Illustrations have been introduced on the front of pack, to help with flavour navigation, as well as usage suggestions via icons on the back of pack.
Sam Maguire, Head of Marketing, noted: “We have listened to our current consumers as well as potential new shoppers, and are confident that the new design evolution will help people to better navigate the sub ranges, flavours and nutritional benefits. The aim was not to reinvent Rude Health, we wanted it to remain recognisable, keeping the essence of the original design whilst making sure we’re doing the best job of recruiting new shoppers.”
