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Major packaging revamp for Rhodes Quality

Rhodes Quality, a favourite SA food brand, has repackaged its range to showcase a new look and feel intended to bring to life ‘the sealed-in goodness in every can’.

Rhodes Quality is owned by one of South Africa’s leading canned food companies, RFG which has been producing canned foods for over 125 years. RFG produces convenient meal solutions for customers throughout South Africa, sub-Saharan Africa and in major global markets.

“Rhodes Quality is an innovative brand that delights consumers by always offering more: more convenience, more variety and more goodness,” says Maria Soares, head of marketing at RFG.”

Also commenting, Tamara Patel, brand manager for Rhodes Quality, says “We wanted our packaging to showcase the fruit and veg products that are packed into every can. The rebrand of the products aims to reflect a look that depicts the sealed-in goodness of our products, bringing our quality promise to life – all the quality, convenience and taste across our range of food products, from canned fruit, veg and legumes, to jams, juice and pickled salads.”

The pack refresh consists of a shift in logo colour towards a more natural and vibrant green, a modernised font and an evolution to a fresh, 3D logo.

“The on-pack photography highlights the quality ingredients we use in our products while driving the connection to source, and makes use of clever food styling which cues visuals of ‘freshly prepared’ food aimed at demonstrating the appetite appeal of our range,” she adds.

“Our packaging design agency, Startle, have been on the Rhodes Quality journey with us for sixteen years, and so it was only natural that we turned to them to develop a concept for the whole range based on our research insights.

“The task was vast, but Startle worked across the categories that we operate in, from fruit to tomatoes, veg, beans and legumes, jams, juice and salad pickles, and found a solution that would tie our brand together across the range, and create distinction and appetite appeal on shelf.”

“We were tasked with bringing to life the Rhodes Quality ‘Rooted in Goodness’ new brand positioning with a full packaging review and re-design,” says Sharon Rushton, creative director and co-owner of Startle.

“The objective was to have a stronger shelf stand out. The savvy home-maker is more discerning than ever before when it comes to healthy food choices for her family,” Rushton explains.

“They are looking for cues in food packaging that point to goodness and a connection to natural and fresh. By developing a simple visual segmentation of the product categories, the Rhodes Quality offerings are easily identifiable on the shelf.”

To launch the new packaging and the start of the winter comfort food season, Rhodes Quality is launching the campaign via digital, social media, radio and print media.

The Rhodes Quality ‘Rooted in Goodness’ repackaging hit the shelves in May 2021.

For more information visit: www.rhodesquality.com or visit Instagram and Facebook #RootedInGoodness

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