We’re thrilled to unveil our latest project, the launch of Organico Realfoods, brought to life by Ethel.agency. This exciting transformation marks a significant shift in the brand’s journey and how it connects with a younger audience.

Organico approached us with a clear brief: to refresh and modernise their brand identity, transitioning from being viewed as an ‘organic staple food company’ to a ‘passionate enabler of fine food.’ At the core of this transition was a desire to highlight the importance of provenance – the story behind each ingredient and the care taken in crafting their organic products. In doing so, we aimed to re-energise the brand, particularly to resonate with a younger generation of consumers who seek authenticity, quality, and a deeper connection to their food.

Our challenge was not only to redefine Organico’s positioning but to create an entirely new brand identity that felt fresh, modern, and engaging. We needed to bring an approachable, yet elevated feel to the brand – something that would communicate the richness and joy that comes from eating real, organic food.

We began by exploring the existing landscape of organic food branding and noticed a recurring theme: the tone of many organic brands felt serious and overly earnest. While this seriousness may have communicated the importance of organic products, it often missed the true delight and sensory pleasure that organic food brings to the table. The taste, texture, and provenance of fine, unprocessed ingredients should evoke joy and excitement – not just for the health-conscious but for anyone who loves great food.
Inspired by this insight, we created the concept of ‘The Joy of Real Food.’ This idea celebrates the pure, emotional benefits of real, unprocessed food – the kind that sparks joy during a meal shared with family or friends. We wanted to capture the sensory delight of organic ingredients, the fulfilment of preparing a meal from scratch, and the happiness that comes from savouring food that’s as good for the soul as it is for the body.

To bring this concept to life, our creative team designed a bold, dynamic new look for the brand. We used quirky, playful copy paired with illustrative doodles to inject personality and character into the packaging. The colour palette was deliberately chosen to feel modern yet warm – a mix of clean whites, vibrant yellows, and grounding blacks, creating a fresh, yet familiar feel. This combination speaks to the spontaneous and joyful spirit we envisioned for the brand, offering an identity that feels lively, passionate, and full of heart.

The results are set to roll out across 60 products throughout 2024, each embracing this vibrant new identity. We’re confident that Organico’s reimagined look and feel will resonate with consumers, creating a strong emotional connection and ultimately driving the brand’s continued growth.

Stay tuned for more updates as Realfoods by Organico begins its exciting new chapter, embracing ‘The Joy of Real Food’ in every package, on every shelf.