DIELINE AWARD WINNERS REVEALED

RAW Health

by First name Last name on 11/17/2009 | 2 Minute Read

Editorial photograph "Pearlfisher wastasked with creating an identity and packaging solution that redefinedthe category: taking the raw food movement beyond its current niche andmaking it universally understood and accepted. The essence of RAW istaking food at its most primary state, that is, uncooked, basic,untouched and unprocessed — keeping in all the goodness and nutrients,as opposed to cooking or heating them out.The contemporary packaging reflects the edginess of the brand andliterally makes RAW raw. It expresses a definitive look and feel of'vibrant living' through a palate of rich colours and bold expressivetypography. The tone of voice captures the energy, vitality andpacked-with-as-much-goodness, as there can possibly be in one productsentiment. It is as real as it is raw. The design has been translatedacross 15 SKUS, from crisp-breads to chocolates. Natalie Chung, Creative Director Pearlfisher, comments, "RAW is aninteresting brand with a concept that has allowed the designers tocreate a dynamic range of packaging that really redefines the category,creating something unique, rather than borrowing aesthetic cues fromother categories. RAW HEALTH now becomes the benchmark for raw."Donata Berger – Sales Director at Windmill Organics comments, " Our RAWHEALTH brand has been received extremely well by our customers and willbe available in health food stores throughout the UK and Ireland.Pearlfisher really got beneath the skin of RAW and provided us with avibrant design that totally fits our 'vibrant living' message."RAW is currently being launched in the UK and is available in Planet Organic and Wholefoods."

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