ABOUT

Concept

The freeze-dried snacking category was growing fast – driven by a TikTok generation creating sensorial and ASMR content around the crunch, colour, convenience and intensity of freeze-dried fruit. But the brands already in the space all looked the same. Fruit-toned colour palettes, cutesy illustrations of produce, soft and approachable brands that felt designed for a health food aisle rather than a culturally connected consumer.

Our research identified a clear and ownable gap. A brand built for the way this generation actually discovers and shares food – visually loud, digitally native, and completely uninterested in the generic wellness codes the category had inherited.

The brief was simple: create a brand that blocks on shelf, dominates a thumbnail, and feels as at home on a TikTok feed as it does in a retail fixture.

Execution

We started with the name. Oh Raw! – was trademarked in the UK and USA, chosen for its instant consumer resonance and conversational value. Expressive, energetic, and completely ownable.

The verbal brand world was built around two anchors. The brand strapline 'Uncompromisingly Raw – Unmistakably Delicious' was crafted as a rallying cry for a consumer who demands pure, powerful flavour without compromise. On-pack messaging was stripped back to its most confident form: 'Raw Mango. Nothing Else'. No generic snack claims – no category shorthand. Just a direct statement of single-ingredient authenticity, written for a switched-on consumer who already knows what they are picking up.

Oh Raw! was built on a signature bold blue – creating immediate disruption, ownability and shelf-blocking power that no brand in the category could replicate. This was paired with bold and confident typography, interwoven with supersized fruit and vegetable photography, a visual energy rooted in the brand's social media native audience.

Results

Oh Raw! launched with a brand identity strong enough to stand apart from every existing brand in its category at the moment of launch. The bold blue blocking system created instant fixture presence – visually dominant in a category that had been playing the same category cues for the last 10 years.

The identity has proven equally effective across physical retail and e-commerce channels – securing retail listings from major high-street retailers, export opportunities, and a growing and lucrative direct to consumer fanbase.