Ryvita, the company behind the original flatbread Thins, has announced it will roll out its new unique redesign throughout February and March. Scheduled to start hitting shelves this week, the bold new design was developed by award-winning branding consultancy Coley Porter Bell.
Charged with solidifying Ryvita Thins’ leadership in the flatbread market, Coley Porter Bell implemented its proprietary Visual Planning tool to develop a new language for the brand.
Ryvita launched the original Thins in 2008, however, the brand saw increased competition with established and own label brands replicating the original design. The new branding design breaks with category norms and reinstates the brand’s market leadership by creating a standout product that customers can easily identify on the shelf.
Making sure the product demands attention on the shelf and has a premium appeal, the design keeps the same light-hearted and social brand essence, whilst keeping taste at the heart of the brand. Coley Porter Bell used a rich and vivid colour palette to reflect the brand’s ‘vibrant taste of life’, and has redrawn the Thins logo to appear more crafted, drawing on the integrity and craft of the product. The new pack design also features beautiful photographic shots of the product, reinforcing that taste is at the core of the product.
Richard Clayton, Creative Director at Coley Porter Bell commented: “We were thrilled to be asked to redevelop Ryvita Thins positioning. It was a challenge to take an already well know brand and make it even more impactful in a crowded sector, but we’re really pleased with the outcome and this is a great example of how powerful Visual Planning can be; allowing us to break category codes and develop a new language for the brand.”
Estefania Boerr, Senior Brand Manager at Ryvita adds: “Coley Porter Bell has delivered a design that will not only help Thins to stand out even more on the shelf, but keep us at the forefront of the Flatbreads category. They surpassed our expectations and we are proud of the new design.”
Source: Coley Porter Bell