Pioneer organic food company, Windmill Organics Limited, has invested in a powerful new identity for its successful Biona Organic brand – the country’s largest organic range born 18 years ago out of a wholefood store and restaurant.
The new design will communicate Biona Organics’ heritage, provenance, quality and taste, and allow the brand to consolidate its offering across a range of different categories in store.
With 350 different products, Biona Organic is well stocked by multiples as well as the health food and specialist organic stores. The Biona Organic diverse range includes high quality ambient goods such as pasta, speciality rice; canned pulses; sauces; breads and crackers, fruit and vegetable juices, breakfast cereals, biscuits and cakes; snacks and confectionery; dried and preserved fruit and vegetables; honeys and spreads; nuts and seeds; condiments and seasonings; oils and vinegars; as well as chilled foods such as butters, spreads, cheese, fresh pasta and snacks.
The brand’s store and restaurant origins means there are not many people in the food business that can claim to understand the needs of health food retailers and consumers as well as Windmill Organics’ Co Founder and Sales Director, Donata Berger. She says:
“Our new brand design will appeal not only to consumers who share our commitment to organic foods, but also those who are looking generally to eat a more healthy natural diet. They want quality organic foods that are affordably priced from a brand they can trust. By keeping it simple and focusing on our quality, heritage, ethical sourcing and great tasting natural food we have created a fresh and powerful new design that brings unity to our offering across diverse in-store positionings.”
The new logo and pack design is now available on Biona Organic’s rye breads, juices and tomato products with total roll out in coming months.
Donata Berger concludes: “The time was right for us to take this established, high performing brand to a new level and we’re confident that the new look will provide an uplift in sales. We are also investing in PR and marketing activity to help increase awareness of the Biona Organic brand in 2009.”
Windmill Organics Ltd
Tel: 0208 547 2775