The brief

Rowse was in a sticky situation. Although it was a £37m brand, and had a massive presence on the fixture, at brand level it had little saliency, with very few customers even recognising that they were buying Rowse. The brief was to create an iconic identity for the brand, allowing it to behave as the market leader and develop a clear brand architecture for easy
shelf navigation.

Solution

We evolved familiar honey devices into ownable equities for Rowse: the angles of the hexagonal jar structure and label were softened to become Rowse’s own take on the honeycomb. Another nod to founder Tony Rowse’s love of beekeeping are his initials forming the wings of the Rowse bee. The bee is embossed into the jar structure, continuing to reflect the brands passion for honey long after the product has
been enjoyed.

Results

Our redesign restored Rowse as the UK’s leading honey brand. The brand now has strong competitive standout on shelf, buzzing high quality natural honey, whilst the clarified brand architecture opens up the world of honey for consumers to explore.

5%
Sales increase
 The new design enabled NPD launches which added 5% additional retail sales to the brand.
11%
Distribution Increase
 The design caused an 11% increase in distribution to major accounts.

What the client says

“The redesign was integral in building consumer recognition of the Rowse brand and has allowed the brand to successfully extend into new products and has created a strong design structure for NPD. Loved by consumers and staff alike, the new design has successfully become an extension of the passion we feel for honey and embodies the principles of the Rowse company today.”

Kirstie Jamieson
Marketing Manager, Rowse