Responses by Max Ottignon, cofounder, Ragged Edge
Background: In a health foods world full of miracle cures and unrealistic promises, we were approached by a health food brand that delivers flash frozen organic smoothie ingredients ready to be made into a delicious drink, with none of the BS that goes with it. Our job was to create a strategy, name, visual and verbal identity to bring it all to life.
Reasoning: We created a straightforward, straight-talking brand that would stand out in a market full of hype. Formerly known as Natural Blender, the brand’s no-frill moniker—Batch Organics—was chosen for its descriptive nature. The design and art direction kept everything simple, and the assertive tone of voice helped bring the new brand attitude to life.
Challenges: Since everything has been done already, we needed to be bold and single-minded to stand out. That meant forgetting everything we knew about the health food sector, and to come up with something completely fresh and unique.
Favorite details: Food brands often package products in different colors for different flavors. To differentiate, we gave the Batch Organics brand a single color that would span across a range of products. This helps the brand stand out on the shelf and challenges previous health food packaging ideas.
Visual influences: To avoid looking like anything else in the health sector, we wanted to look for a different visual language, while still being true to our “straight-up” strategy. We landed on pastel pink and red because we couldn’t find another health food brand using that color palette. It was suitably disruptive, fresh and it still felt relevant for a “foodie” brand.
Specific demands: We needed to create a brand that could focus on the smoothies, and be able to accomodate the potential to grow to a full range of health foods. This demand forced us to think big, which ended up being a real positive.