In The Raw, one of the world’s best known sweeteners, needed to refine its look as it grew its offerings into new form factors, products and packaging. As a 30-year old brand with iconic origins in natural food spaces and coffee houses, our core challenge was to make its hardworking visual identity feel modern and broad, refining the current identity while creating a system for sub-brands, liquids and syrups like Stevia, Agave and Sugar In The Raw.
Exploring the limitations of an identity that had to perform many functions and appear in new places, minor tweaks began to transform the family of sweeteners – broadening the natural colour palette, boosting the brand’s existing letter forms and creating new brand iconography all helped to establish In The Raw as current and conversational.
A campaign exploring human truths and how food plays a role in daily situations called “It’s Only Natural” helped to introduce its updated identity and voice to the world.
