R.E.D.D.
Taking health food out of the health food aisle
R.E.D.D. Superfood Energy Bars was a start-up in need of a standout brand. That was the only way they could ever make noise in the super-saturated North American food market. The brand needed an attitude to match its ingredients. Grove led a rebrand focused on improving R.E.D.D.’s positioning and messaging, reigniting its identity, and reimagining its packaging to gain much-needed visibility. Today, R.E.D.D. is a darling among influencers and an unofficial badge of the super-cool club. The brand has transcended its regional roots and become a big deal on a much bigger stage.
WHAT WE DID:
Purpose
Strategy
Segmentation
Logo
Identity
Packaging
Messaging
Digital
Apparel
Environmental
Sales
“All killer, no filler.” Great tagline? Check. From there, we moved on to building a brand that’d marry the sobriety of the clean eating movement with the good-time vibes of the late-’90s SoCal music scene.
Just as the first iPod introduced us to “technology as fashion accessory,” the new R.E.D.D. brand would be “health food as fashion accessory.” New packaging reflected this with clean, minimal natural looks married to vibey, positive language like, “Turns out, the difference between slacking and slaying is 2.2 ounces.”
Rising out of its dorm-room predecessor, “Rawgasms,” R.E.D.D. had potential, purpose and the passion of an electrifying founder—former runway model and all-purpose health-food guru Alden Blease.
The new site and the new identity were health food seen through a punk rock/skater lens. Eventually, we’d go on to make the brand more sophisticated, but these were the garage years, and they were good. The whole team engaged in what felt like daily experimentation—from product formulation to package design to messaging and media—we all felt we were making something new.
Like the R.E.D.D. team, our own team believed we could take health food out of the health-food aisle. And if we did that, we could do some real good—maybe move the needle on health in America. Job one was tackling the preconception that health food tastes like cardboard. Work like this hit it head on. We built on the brand’s street cred with unprecedented tactics like the creation of GLORIA, the roving food lab.
