With a narrowing audience appeal threatening a dramatic decline in category volume and value, The English Provender Company (EPC) asked us to help position a new product within their portfolio, putting a twist on chutney to engage a new consumer.
The challenge was to change category and product perception, finding the best way for a new identity to fit with the English Provender master brand whilst appealing to a millennial demographic. The chosen platform ‘Urban Charm’ led us to the name Ravish, reflecting a bold, energetic product.
By Drawing inspiration from alternative category typography, with a specific focus on London micro-breweries, we used lettering and abstract patterns to reflect the personality within each variant jar.
In a sea of brown relish, Ravish stands out on shelf, encouraging consumers to use the product to change ordinary dishes to extraordinary creations. Launched in June 2019, Ravish has already been successfully listed in Tesco and Waitrose with further new listings planned for the online retail industry.