Rustlers: Visual Identity & Packaging

Rustlers, a hot snack brand, increased sales among a wider target audience in the UK by redesigning its packing to celebrate its role as the 'anytime hero' with a self-assured, no-nonsense and street-smart attitude.

Executive Summary

Since 1999 Rustlers have become synonymous with flame-grilled super-fast food. They pioneered what is now known as the micro-snacking category and, within their first 20 years, grew the brand to £92m.

In 2019, as part of a workstream to plan the next phase of growth, the team identified significant further growth headroom and set a task to grow UK RSV to £120m by 2022. A few dials would need to be shifted to achieve that goal. Firstly, research showed that the brand had an opportunity to increase emotional engagement with its audience. They could also see that only...

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