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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Murray River Organics

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.

 

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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

Murray River Organics
MRO
MRO
MRO
Murray River Organics
MRO
MRO
MRO