This website uses cookies primarily for visitor analytics. Certain pages will ask you to fill in contact details to receive additional information. On these pages you have the option of having the site log your details for future visits. Indicating you want the site to remember your details will place a cookie on your device. To view our full cookie policy, please click here. You can also view it at any time by going to our Contact Us page.;2714294;369307;211;0/?ft_width=1&ft_height=1&url=16151650

Webb deVlam unveil new look for Ryvita Crispbreads

11 May 2015

This month, Associated British Foods unveil a new look for their iconic brand Ryvita created by strategic brand design agency Webb deVlam.

The Agency was appointed as part of a significant marketing investment to work alongside existing agencies as well as multiple stakeholders within the organisation to challenge consumers’ preconceptions of the iconic British brand. Webb deVlam’s creative strategists helped articulate the design strategy for Ryvita. The outcome is a refresh of the Ryvita identity, new packaging as well as portfolio management - all designed to illustrate the versatility of the brand.

The main challenge in responding to the brief was to elevate the role of the Ryvita master brand whilst appealing to the needs of today’s consumer. The ultimate goal was to help shoppers reappraise and rethink about Ryvita as a healthy choice for lunch occasions and not solely a diet aid.

Webb deVlam breathed new life into the logo by reclaiming the iconic red which is classic to Ryvita in order to create instant impact and recognition. A ‘munch’ was taken out of the master brand tab to emphasise that this is a tasty snack to be savoured and enjoyed.

The Agency established a tiered portfolio system, creating the premium ranges Deli and Fruit Crunch along with the necessary design cues to help consumers navigate through the usage occasions.

A new style of photography was adopted, communicating tasty serving options. The serves were shot from overhead to illustrate the versatility of each of the variants whilst bravely disrupting the conventional style of photography within the category. The aim of the photography was to appeal to those who have already embraced a healthy lifestyle rather than diet. In each case, the photography illustrates abundance and generosity of serve rather than the deprivation associated with dieting.

“Key to winning this project was our ability to translate and understand the needs of the Ryvita business and their consumers to deliver designs which are impactful, distinctive and recognisable on shelf, says Nikki Austen, Head of Insight & Strategy at Webb deVlam.

“We’ve delivered a disruptive look and feel to what is an iconic British brand which we hope will surprise, inspire and delight new and existing users.”

Tess Lomax, Senior Brand Manager from Ryvita adds, “Webb deVlam have found the perfect visual expression for the brand and its products in a way that will make sense to our customers. As the category leader within crispbreads we think this refresh will be a key part of keeping us relevant and up to date.”

Print this page | E-mail this page


Article image Anheuser-Busch InBev’s distribution strategy model

Over the past 10 years Anheuser-Busch InBev (A-B InBev) has grown its global distribution network using a strategy which goes against the grain for traditional brewery specifications. In place of cost and time intensive permanent structures, it has adopted a design-driven approach in partnership with Herchenbach, a manufacturer of temporary buildings and semi-permanent warehouses. Full Story...

Article image What role does refrigeration play in the supply chain?

Controlling the temperature of food across the whole supply chain is vital to extend shelf life. But how much can be gained by food manufacturers through careful monitoring at all process stages?Full Story...

Getting the best out of PLCs

Gently does it

Time to take steps to reduce plastic waste