The Collaborators spearheaded a remarkable rebranding effort, transforming the UK’s top-selling bone broth. Seeking to assert Freja as the leading brand in stocks and broths and to address the issue of provenance, the repositioning centered around the brand’s Scandi heritage, tapping into the clean, healthy, and positive perceptions of Norwegian culture. Embracing a “better life filøsofi” and a mission to promote well-being and respect for nature, the new brand identity exudes minimal, bright, and happily Scandi aesthetics, featuring light, bright packaging with quirky variant illustrations inspired by Nordic graphics that cleverly indicate flavors.
The Collaborators has rebranded the UK’s best-selling ambient bone broth, from Take Stock to Freja Natural Norwegian Bone Broth. The repositioning aims to drive category growth and assert Freja as the leading brand in stocks and broths. Originally launched during lock down, Take Stock quickly achieved best-seller status on Amazon in the UK. However, founders Jessica Higgins and Ed Armitage recognised that to fully realise the potential of their award-winning product and successful business model, they would need a brand.
