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Parker Williams revamps Rachel’s yogurts packaging

Branding and packaging design firm Parker Williams has given a Rachel's yogurts a makeover with 'Bright ID' technology.


In the maiden redesign during the past five years of Rachel, Parker Williams has worked towards matching the appearance of the packaging with its taste.

With its ‘Bright ID’ optimizing the visual qualities, the original motif that involves circles has been left intact but a color coding has been supplied to the range. The new designs are set to hit the stores across Sainsbury’s, Waitrose, Asda, Morrisons and Ocado this month.

Lactalis Nestle Chilled Dairy marketing manager Daniel Wheeler said: "Parker Williams has done an outstanding job in redesigning the Rachel’s range – this was our first refresh in five years, across all 40 SKUS, so this was no mean feat.
"The Parker Williams team have expressed our positioning of the genuine pleasurable taste with style, class and simplicity bringing our food values to life."

While hand-scripted letters seek to offer a personal touch, efforts have been made to communicate the creamy texture of the yoghurt and real fruit for influencing purchase decision.

Parker Williams creative director Jo Saker said: "It’s been fantastic to work on a brand with such strong heritage and appeal. Rachel’s is well-loved and already has great visibility on shelf. We wanted to strengthen communication and engagement with the core values in a way that respects the existing brand equities."

Image:The hand-scripted letters on Rachel’s yogurt pack seek to offer a personal touch. Photo: courtesy of Parker Williams.