Murray River Organics
Taking an organic supplier from backstage to spotlight.
Murray River Organics — Australia’s largest grower and importer of organic ingredients, saw the health food category growing and with it the opportunity to pivot from a B2B bulk supplier to creating their own B2C brand.
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We delved deep with Murray River Organics to develop a thorough understanding of their business and aspirations. From here we defined a core set of values and purpose that lay the foundations for the brand. To cut through the cluttered competition and work across varying categories and multiple product ranges we developed a strong, confident identity and shorthand for the brand.
This identity sat at the heart of the design, informing the pack architecture and hero-ing product visibility and storytelling.The iconic nature of the branding enabled MRO to confidently grow its presence in-store and online. Connecting with its audience through its simple, no nonsense foody aesthetic.
Growing from a standing start in 2019 our new MRO brand is now available nationally as well as being distributed to over 2,000 stores throughout China and SEA, with a turnover in excess of $40M. In terms of the future, the flexibility in the design enables MRO to continually deliver on-trend innovations quickly to market with confidence, knowing that the brand has already gained customer trust and loyalty.
Client
Murray River Organics
Sector
Health Food
Retail
Convenience
Expertise
Brand Strategy
Brand Identity/Packaging
Brand Creation
Brand Architecture
NPD Brand Creation
Activation
Art Direction
Copywriting
Social Media Management
Investor Pack
Annual Report
Region
AU / NZ
China / SEA
