Brand development



Bringing more appeal to an old favourite

Our Challenge

The Rosedale brand has been part of the Delmaine portfolio for over 35 years, although well loved by older consumers the brand had minimal relevance to younger consumers and was definitely in need of freshening up to create more instant appeal and impact on shelf.

The brief for Rosedale was to modernise the brand – but not so much that we would alienate the current consumers. With few insights to work from, we pressure tested our thinking to an aligned view of what Rosedale is and should stand for.