Whole Earth

While the market share in the UK of organic food kept growing, the pioneering brand Whole Earth (1967) started losing its original market position. VBAT renewed the brand identity and packaging based on the organic heritage and small company feel. An evolutionary approach was chosen with a clearly contemporary feel. The origin of the ingredients and a feeling of well-being were the core to the new concept. A quirky visual element was added to the photography to keep the original pioneering spirit in the new packs. Response from both consumers and the trade has been very positive. Sales increased with double digits.