Yellowwood helped Freshpak identify sources of growth, reposition its brand and refresh its identity and packaging design to bring the positioning to life.
Freshpak has long been South Africa’s market leader in rooibos tea, but the challenge was to create real differentiation in a functionally driven category, where all the competitiors offer the same benefits. Yellowwood was called in to help Freshpak craft a meaningful brand strategy and value proposition that resonates with existing, new and global customers and enables the brand to grow with the rooibos category globally, while expanding into speciality teas.
We began with a customer typologies exercise in which we unpacked and clustered the needs of various types of customers and developed a clear strategy for attracting and retaining them. This was followed by a refresh of the brand identity and packaging to bring this new positioning and value proposition to life. Extreme care was taken not to alienate Freshpak’s existing loyal customers by shifting the visual cues into a highly premium space – a common approach to packaging redesigns. Instead, we held on to the strong equity and homely familiarity of one of South Africa's most loved brands. We just made it look more contemporary, fresh, healthy and delicious.
The results are subtle but impactful. Keep an eye out for how the new look rolls out across the range.