Parker Williams redesigns Rachel’s yogurts packaging

22 June 2015 (Last Updated June 22nd, 2015 18:30)

UK packaging design services firm Parker Williams has revamped Rachel's yogurts packaging with its Bright ID technology.

UK packaging design services firm Parker Williams has revamped Rachel's yogurts packaging with its Bright ID technology.

The company claims that the redesigned packaging features hand-scripted lettering that seek to offer a personal touch, while Bright ID technology optimises Rachel's core visual equities.

Additionally, the company retained original circles motif and updated it to provide colour coding for the range.

"The Parker Williams team have expressed our positioning of the genuine pleasurable taste with style, class and simplicity, bringing our food values to life."

Rachel's yogurts with updated packaging will be available for sale across Sainsbury's, Waitrose, Asda, Morrisons and Ocado, starting from June.

The development is the company's first redesign over the past five years and the new design has been created to match the taste of the product.

Lactalis Nestle chilled dairy marketing manager Daniel Wheeler said: "Parker Williams has done an outstanding job in redesigning the Rachel's range, this was our first refresh in five years, across all 40 SKUS, so this was no mean feat.

"The Parker Williams team have expressed our positioning of the genuine pleasurable taste with style, class and simplicity, bringing our food values to life."

Parker Williams creative director Jo Saker said: "We wanted to strengthen communication and engagement with the core values in a way that respects the existing brand equities."