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Levi Roots

From The Den to an icon. How do you get back to your roots?

A household name since his legendary musical appearance on Dragons’ Den, Levi Roots is now one of the most recognisable brands in the condiment aisle.

Levi’s passion for his brand shone. So when we created the original brand identity for Reggae Reggae sauce in 2007, and did a full brand refresh in 2020, we wanted to bring his shining personality to the fore.

Big, bold, bright and bang on brand… we’ve given Levi’s products pure shelf appeal.

WHAT WE DID

Strategy.
Positioning.
Identity.
Packaging.
NPD & Innovation.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
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Bringing Levi back.

An instant success with the public, the Levi Roots range has expanded into many different licensed products and categories. Which led to the danger of diluting the brand. With fierce competition in the fixture, our challenge was to inject Levi’s passion back into the brand. And we rose to it, and then some, creating colourful standout across the full range.

Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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We knew the best thing to do was rewind right back to basics. This meant shifting the focus back to the man himself, putting Levi back at the heart of his brand with his two passions, music and food.

We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

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Dynamic content image from a design case study

Levi is all about energy, passion and zest for life, and we captured that inimitable essence in our branding. His big personality and presence is centre stage on all the products. We used dynamic and vibrant brush-painted silhouettes to create a sense of movement and flow, reflecting his mantra to ‘put some music in your food’.

All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study

Sunshine vibes.

This is food styling with a laid-back personality. Our stunning food photography presents mouth-watering meals on handmade props in blue and turquoise hues to reflect the glittering Caribbean seas. So close you can almost taste them…

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Our vibrant brand book encapsulates the sunshine, life and excitement of the Levi Roots brand. Here, licensees and creative partners can access everything-Levi, making sure materials are on brand, effortlessly reflecting the essence and passion of its creator

22% Sales uplift.

Since the relaunch sales of the sauces and marinades have grown by an impressive 22%. As Levi would say, “That’s fabulicious!”

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

Dig deeper into this project with
Kim
.
Kim Van Elkan
kim@our-creative.com07900 430870