It’s about what’s in it. Not what isn’t.
Ryvita was thought of as a diet food. It was time to change perceptions.
Ryvita is a delicious crunchy rye bread packed with nutritious goodness. But over the years it has become associated with calorie counting and self-denial. We were tasked with making the brand positive, about all the good stuff inside. Using Visual Planning™, we explored the new language of health – the semiotic codes of today’s health and wellness are bright, vibrant and optimistic, in stark contrast to the deprivational codes of yesterday’s diet focussed health offerings. The new identity is abundant with taste and flavour cues, and suggestions for new ways to enjoy the crispbread with your favourite toppings. The new branding sets it apart from me-too competitors. The vibrant new packs eclipse everything else on shelf.
"Coley Porter Bell has delivered a design that will keep us at the forefront of the flatbreads category. They surpassed our expectations."
Estefania Boerr, Senior Brand Manager