Brief
For those who know Ruffie, it’s very well received, but the brand and packaging lack awareness in a crowded market. It was time to reimagine the brand and make it stand out with a single-minded proposition.
The future focus is for Ruffie to make more of a positive impact and move to an entirely plant-based portfolio.
Solution
Ready-made meals are often seen as unhealthy and produce a lot of plastic waste.
Landor & Fitch repositioned Ruffie around the idea of ‘Powering Kind’, inspiring the brand to make a positive impact through everything it does. From its ingredients to being the first to introduce compostable trays in its packaging through to the friendly and positive design on the pack.
Perfect imperfections
Ruffie Plant-Based creations help you to be kind to yourself and the world around you.
The visual identity system uses perfectly imperfect shapes and colours to reflect the natural essence of the brand. Landor & Fitch brought in more character by working with Melbourne-based illustrator Steve Gavan to create a suite of light-hearted illustrations inspired by the idea of returning to nature in a fun and playful way.
