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Packaging Design Ryvita Redesign

Webb deVlam creates new look for Ryvita Crispbreads

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By Natalie Mortimer, N/A

April 30, 2015 | 2 min read

Associated British Foods has unveiled a new look for crispbread brand Ryvita, created by strategic brand design agency Webb deVlam, as it looks to position the product as a lunch option.

The Agency carried out the work as part of a £10m relaunch to combat misconceptions over the brand. The ultimate goal is to help shoppers think about Ryvita as a healthy choice for lunch and not solely a diet aid.

To achieve this Webb deVlam refreshed the logo, which now has a 'munch' taken out of the corner to communicate that Ryvita is a snack intended to be enjoyed.

The agency also overhauled the photography style used to promote the product and decided to shoot from overhead to illustrate the versatility of each of the variants in the Ryvita range.

“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, said Nikki Austen, head of insight and 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.”

The Agency also 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.

Packaging Design Ryvita Redesign

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