Rafferty’s Garden challenged WhatCameNext_ to regain audience trust and connection with their passion for great tasting, wholesome food.
WhatCameNext_ delivered a confident brand redesign by taking Rafferty home, back to his garden. Creation of an environment for Rafferty gave him a brand world where he could develop, play and grow; enabling opportunities of playfulness and natural messaging for the brand. The introduction of the outdoors allowed Rafferty’s Garden to retain its bright, bold colour palette that had originally made it famous while influencing a photographic style to deliver taste with a natural freshness and honesty.
The logo for Rafferty’s Garden was evolved to feel more modern and relevant to today’s market, re-working the loveable Rafferty baby character, and creating new packaging across over 70 products. A design architecture was created that enabled mum or dad to quickly identify product suitability and benefits for their little one. Early testing has delivered impressive results. Improving speed to find by 15% and product preference by 35% compared to the current. It was critical to deliver an effective brand reinvigoration that got Rafferty’s noticed and chosen again.
CREDIT
- Agency/Creative: WhatCameNext_
- Article Title: Modernise and Refresh of Rafferty’s Garden Baby Food
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Australia
- Market Region: Multiple Regions
- Project Deliverables: Brand Architecture, Brand Guidelines, Brand Identity, Brand Redesign, Brand Refinement, Brand Strategy, Branding, Graphic Design, Illustration, Packaging Design, Photography, Product Architecture, Product Naming, Rebranding
- Format: Bag, Box, Pouch
- Substrate: Plastic
