Rubies in the Rubble

For a brand that finds flavour in flaw and abundance in waste, how could we make the overlooked, unmissable?

By writing your own recipe for mass appeal: a good amount of what makes you special, with a dash of what people know and trust mixed in.

Rubies in the Rubble

Creating condiments from fruits and vegetables that would have otherwise gone to waste, Rubies in the Rubble are a brand with an idea that needed to grow beyond the farmer’s market. They picked Pearlfisher to create an identity that was less niche and communicated the great message at their heart more clearly.

With the creative idea of ‘relish the discovery’ as our starting point, we explored a design language that retains some familiar category cues while pressing into new territory, both reassuring consumers and appealing to their inner curiosity. All of this while celebrating both the deliciousness of the product and the driving purpose of the brand in a bolder, more stand-out way.

The fruit of our labour is a positioning, identity and tone of voice that helps Rubies shift from a quietly positive brand to one that is, as our new tagline puts it, packed with purpose.

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Client

Rubies in the Rubble

Mode of life

Taste

Jamie Chalmers

Head of New Business


Get in touch with Jamie to learn more about this life story or how we can help you.


briefldn@pearlfisher.com

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
briefldn@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
briefnyc@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
briefsf@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
david@pearlfisher.com