Roche Bros Brand Refresh

Roche Bros · Brand identity refresh

The existing branding felt dated and undersold the quality of the products, so I refreshed the brand standards, drawing on the bright colors of fresh produce to give it a fresher, more consistent look. I carried the new direction across private label packaging, subscriber mail, and the website - and after the rebrand, private label sales grew 37%.

Old Brand Guidelines

Previous Roche Bros brand color guide with a red primary color, muted secondary shades and separate tertiary colors.
Previous Roche Bros typography guide showing Archer and Gotham as primary typefaces, Century as secondary, and Milkshake and League Gothic for display.

New Brand Guidelines

Refreshed Roche Bros brand color guide, pairing the red and black brand colors with produce-inspired shades including buttercup, green bean, marmalade and dark blueberry.
Refreshed Roche Bros typography guide pairing Montserrat with the bold display typeface Gazpacho.

I drew on the colors of fresh produce to give the brand a fresher look, then carried that direction across packaging, mail and the website.

Old Private Label Packaging

Previous Roche Bros orange juice carton artwork, with a cream background, a vertical burgundy logo panel and orange fruit illustrations.

New Private Label Packaging

Refreshed Roche Bros orange juice carton artwork, using large orange slices, bold black product lettering and a white background.
Previous Roche Bros sliced pineapple can with a dark label, large yellow product lettering and a pineapple photograph.

Old Private Label Packaging

Previous Roche Bros mixed-nuts packaging, with a cream tub, red band and pale blue "Lightly Salted" label.
Previous Roche Bros all-natural peanut butter jar with a red lid, orange label and green product-name panel.
Roche Bros jam jars with white labels and distinct flavor colors, photographed overhead beside cheeses chosen as pairings.

New Private Label Packaging

Four refreshed Roche Bros jam jars, each with a white label, fruit illustration and distinct flavor color, photographed with their ingredients.
Roche Bros chocolate raspberry jam in refreshed white and red packaging, photographed beside raspberries and pieces of chocolate.

Old Subscriber Mail

Previous Roche Bros subscriber email featuring honey chicken wings, weekly grocery offers and a red sale-flyer banner.

New Subscriber Mail

Refreshed Roche Bros subscriber email promoting the New England Cheese and Food Festival, with bold cheese-themed headlines and a photographed cheese board.

Old Website

Previous Roche Bros homepage with a mobile-shopping hero, colorful grocery category icons and separate catering, recipe and blog tiles.

New Website

Refreshed Roche Bros homepage with a Thanksgiving turkey hero, red Happenings section and a pale-blue company-history panel.
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