Rebrand + packaging
Formerly Michelle's RawFoodz, a company known for their organic, non-GMO and vegan salad dressings, sauces and dips. We wanted to keep the notion of raw in the name as it reflects on the founder of the product, Michelle, who unfortunately passed away. It was sort of a beautiful nod to what was and a nod to Mother Earth as well. Mother Raw is all about being organic. Organic in the product, but also organic in the shapes—so nothing is linear, straight or harsh. Raw is also meant to be kind of an attitude and our whole mission was to invite everyone, everywhere to eat more plants.
The strategy behind the design was to really push convention of the category. Standing out from the giants of the condiment world was key. The result is a unique brand that pays homage to its past while looking to future growth.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Strategic Planner: Heather Segal
Creative Directors: Ian Simpson
Art Director: Manali Kulkarni
Writer: Ian Simpson, Monika Leck
Design Director: Ryan Booth
Designer: Ryan Booth, Gala Tanaskovic, Katina Constaninou
Agency Producer: Teresa Bayley
Account Team: Matt Sinuita
Production Artist: Andrew Martin
Custom vegetable illustrations: Angie Carlucci
© Gala Tanaskovic 2020