THE CHALLENGE
Riverford was a brand offering organic veg box deliveries via subscription. They wanted to expand, reach new audiences and most importantly, hang onto their new subscribers.
THE DELIVERABLES
A full rebrand, strategy, naming exploration, verbal identity, rallying cry / strapline, messaging exploration across channels, copywriting for packaging, web and digital.
THE ANSWER
Genuinely committed to doing the right thing, Riverford already had a rich story to tell. They just didn’t know it yet. To find Riverford’s true identity and purpose, I took a deep dive into the history of processed food, the true meaning of organic and the cultural meaning of eating together. It quickly became obvious that this was about building a movement around organic veg, freshly cooked meals and sitting down at the table together. This was a story about our physical health, mental health and respect for the planet we live on. And it was about rejoicing in the amazing, delicious diversity of seasonal produce, grown the right way.
THE OUTCOME
Their famous rallying cry: Live life on the veg, a voice that balanced honesty and authority with warmth and wit, and a brand with a genuine mission that people can get behind, feel good about and loyally subscribe to. Riverford continues to flourish, topping the pandemic boom by turning over £110.8m in 2022.
