Rustlers is already the UK’s No. 1 micro-snacking brand, worth just under €140m and with a huge loyal following. Not satisfied with this, the brand's ambition was to continue growing through innovation and attracting new audiences.
To give the brand permission to enter new spaces and to attract new users the brand needed to move beyond traditional and generic associations of flame-grilling & speed. It needed a stronger narrative with a more memorable and distinctive visual identity.
Being able to deliver a quality flame-grilled burger in two minutes is some life hack, even more so in today's hyper-accelerated world. We wanted the brand to be proud of its ability to deliver zero compromise and instant pleasure.
The new positioning for Rustlers celebrates its role as the ‘Anytime Hero’ – with a self-assured, no-nonsense and street-smart attitude. The visual identity is underpinned by a fist-bump icon that celebrates the straight-up satisfaction and ‘nailed it’ moment that Rustlers is all about.
By shifting away from black as the only brand colour and introducing a new bold colour palette & ranging strategy, we’ve boosted impact at shelf, increased differentiation and opened up opportunity for Rustlers to position new & exciting innovations within the range.