Tideford Organics has rebranded in an aim to appeal to a younger ‘trailblazer’ audience seeking interesting and adventurous plant-based brands. The rebrand follows Tideford’s acquisition by Yeo Valley Organic
Bristol-based agency The Space Creative has developed a distinctive and ownable visual identity for Tideford, setting it apart from Yeo Valley’s more traditional soup range. The rustic, country kitchen aesthetic has been replaced with bright colours, a bold logo, and a charming illustration of Tideford’s newly created character, ‘Rudy the Foodie,’ playfully kissing each key ingredient.
The previous incarnation of Tideford blended in on fixture, its muted packaging design and rustic farm shop aesthetic lacked appropriate taste cues and was at odds with a brand offering interesting global flavours such as Caribbean Sweet Potato, Thai Green Vegetable, and Indian Lentil Dhal as exciting alternatives to classic soup staples like Chicken, Cream of Vegetable, Pea & Ham, and other non-vegan-friendly recipes.
“There are already several brands, as well as own label soups, playing into the cosy, comforting aspect of the soups category. We identified an opportunity to shake things up and offer something different.” says David Thomson, Creative Director at The Space Creative.
“Once we had settled on the brand proposition ‘The Joy of Adventurous plant-only food’ it became apparent that some sort of connoisseur character would help us to communicate the brand’s values in a fun and likeable way. This insight led to the creation of ‘Rudy the Foodie.”
Rudy will feature on the packs as well as playing a big part in Tideford’s communications, delivering witty and engaging messages in his unique tone of voice, one which is well travelled and full of flamboyance.
Susann Tandy, Senior Brand Manager at Yeo Valley says the new branding is a hit with
retailers and new listings are in the pipeline. “The Space Creative team immersed themselves in the brief and challenged us to push the boundaries within the category. I am very happy with the creative outcome and excited to see where we can take the new brand.”
Tideford has relaunched into Waitrose, Ocado and selected Tesco stores.
