Back in the 1970’s, De Rit was the first organic brand to bring high quality baked goods to health food stores, in a time when eating healthy meant compromising on flavor. With the market growing more saturated, they asked me and my colleague, Annie Peutrell, to take a closer look. With my decades of work in concept development and creative copywriting for leading brands, and Annie’s years of experience in branding and packaging design, we formed the perfect team!
De Rit Organics
Organic can be very delicious
Royal Wessanen had already done a lot of consumer and marketing research, so I went through their existing documents, reports and presentations with a fine-tooth comb. We also examined organic food trends, analyzed packaging, created workshops, and designed mood boards for a new look and feel. I even tracked down and interviewed the original founders of the brand – which gave me great new insights.
With our clear creative brief, we worked closely on new packaging designs with Positivity. To help our client make the most of the design process, Annie created criteria for evaluating the designs – so everyone was on the same page when it came time to make decisions.
New product development was an important part of the future of De Rit. So we tailor-made an inspiring workshop with a Michelin-star pastry chef, the late Carle Douglas. It was a truly tasty way to explore flavors and the potential of new product ideas!
