The Essential brand is to unveil a completely new look at Natural & Organic Products Europe in April which will encompass product labels as well as point of sale materials and its website.
Six years in the making, the rebranding is designed to reflect Essential’s personality. “We are very passionate about what we do and wanted every aspect of our product labelling and visual marketing to reflect our ‘rebel with a cause’ attitude and ethos,” explained the co-op’s Eli Sarre. “We began with the Essential logo and moved on to vibrant new packaging for our herbal teas, canned fruits, spreads and more. We can’t wait to reveal the new look in London.
“At Essential Trading we are strong believers in doing things our own way. The ‘Going Against the Grain’ campaign that we are launching for 2014 is all about our ‘consciously different’ ethos: for example, to protect the independent retailer we don’t trade with British supermarkets, we run our business on solar energy, and we offer a 100% vegetarian and GMO-free guarantee.”