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 sh

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