Rabbit River Farms
Rabbit River Farms is a family-owned Canadian egg producer based in Richmond, British Columbia, and a pioneer in organic, free-range and cage-free egg production.
The brand needed a refresh to give it a more modern, approachable look while staying true to its roots. Rich, vibrant colours were introduced to bring new energy to the packaging, while Ruby, the brand’s signature character, was brought to life with a fresh personality and a more playful presence across the brand.
Brand Strategy · Creative Direction · Identity · Packaging · Illustration Direction · Digital · Character development + illustration Art Direction · Collateral ·
Brand Guidelines
A FRESH TAKE ON A ESTABLISHED BRAND
The proposed packaging brings greater clarity and personality
to the shelf while creating a stronger distinction between the
4 different options. A flexible system of colour, illustration and typography allows each product to feel individual while remaining unmistakably Rabbit River.
Proposed packaging evolution for Rabbit River Farms, designed to modernize
the identity while retaining the brand's established personality positioning.
IDENTITY
The identity was simplified and strengthened to improve recognition across packaging, digital, and supporting brand communications, while retaining
the original brand's approachable character.
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MEET RUBY
Ruby is the curious who asks the questions consumers would ask, helping the brand explain concepts in simple, clear language. She is not the farming expert - the farmers are the authorities but her perspective allows us to make complex ideas understandable and approachable, in a way that feels natural and childlike without overstepping credibility.
A family of poses and supporting chicken illustrations created a character system that could
extend across packaging, digital, educational and promotional materials
BRAND ELEMENTS - BADGES, SUPPORTING GRAPHICS
WEBSITE
Photography, illustration, badges, website, digital and supporting graphics extend the identity
beyond the package and create a recognizable visual language across brand touchpoints.
BRAND STANDARDS
Photography, illustration, badges, website, digital and supporting graphics extend the identity
beyond the package and create a recognizable visual language across brand touchpoints.