ABOUT

The Brief
We were given the strategic design objective of repositioning Ryvita, as an existing British icon, in order to maintain their category leadership. The purpose was to challenge people’s preconceptions about Ryvita, which was often though of as a diet food. We wanted to illustrate the versatility of the brand and encourage shoppers to think about Ryvita as a lunch choice rather than a diet aid.

The Work
One of the key aspects that shaped the design process of the Ryvita Crispbread packaging was the thorough and perceptive amount of insight and strategy research. Techniques included (but weren’t limited to); manufacturing analysis, a retail audit, an ethnographic study, semiotic analysis, claims and copy strategy. This research informed us that we needed to shift preconceptions of Ryvita away from tasteless, boring and diet-focused to a tasty, versatile and healthy product.

This resulted in establishing a new-tiered portfolio, with Ryvita Deli and Fruit Crunch making up the premium range and Ryvita Classic sitting just below this. Each of the ranges within the portfolio contained sub-brands, which were given the necessary design cues to help consumers seamlessly navigate through the appropriate usage occasions. We also redesigned the Ryvita logo, which now appears on a ribbon and stretches to the back of the pack. A bite mark has been taken out of the logo to emphasise that the product is a tasty snack to be savoured and enjoyed.

Client Feedback
“Webb deVlam have found the perfect visual expression for the brand and its products in a way that will make sense to our customers. As the category leader within crispbreads we think this refresh will be a key part of keeping us relevant and up to date.”
Tess Lomax, Senior Brand Manager from Ryvita