After five years of continued development, G's Fresh & Naked brand has redesigned its packaging with a refreshed new look and feel that carries through to, advertising, website and social media.
The brand has been in its current guise for the past two years, and the team behind it now feels that it has evolved on again from the redesign that occurred in 2013.
This summer the brand will be supported by its biggest ever above-the-line marketing activity, with a strong advertising plan that covers London Underground, taxis, lifestyle food publications and social media, strengthening the brand's 'unwashed lasts longer' messaging, which has been ratified by research carried out in conjunction with Cranfield University.
Commenting on the refresh, Fresh & Naked brand principal, Anthony Gardiner said: “Talking to our loyal customers helped us clarify the key values that make the brand special. We decided to simplify the messaging to key big themes and make the leaves inside the bag much more visible than we have historically.
'The paper-laminate bag is synonymous with Fresh & Naked and customers told us this was sacrosanct. We also wanted to strengthen the brand identity and logo recognition on the pack, making the branding much stronger while retaining the strong colour branding that we pioneered in UK produce when the brand was introduced in 2010.
'The brand is investing in its first out the door campaign through June, with tube and taxis across central London, forming the first test of this form of activity for the brand in one of its core heartland territories.'
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