The previous incarnation of Tideford blended in on fixture, its muted packaging design and rustic farm shop aesthetic lacked appropriate taste cues and was at odds with a brand offering interesting global flavours such as Caribbean Sweet Potato, Thai Green Vegetable, and Indian Lentil Dhal.

Our challenge was to develop a distinctive and ownable visual identity for Tideford, setting it apart from Yeo Valley's more traditional soup range. The outcome is a vibrant, refreshing design that elevates shelf presence and brings joy to a fixture of beige pots. The rustic, country kitchen aesthetic has been replaced with bright colours, a bold logo, and a charming illustration of Tideford’s newly created character, ‘Rudy the Foodie,’ playfully kissing each key ingredient.

We identified an opportunity for Tideford to appeal to a younger ‘Trailblazer’ audience who are seeking plant-based brands that deliver interesting and adventurous recipes, inspired by world cuisine. Tideford’s aim is to make eating plants a pleasure not a chore, with delicious dishes curated by foodies for a lunch to look forward to.

Once we had settled on the brand proposition ‘The Joy of Adventurous plant-only food’ it became apparent that some sort of connoisseur character would help us to communicate the brand’s values in a fun and likeable way. This insight led to the creation of ‘Rudy the Foodie’.

Not only does Rudy feature on the packs, but he will play a big part in Tideford’s communications, delivering witty and engaging messages in his unique tone of voice, one which is well travelled and full of flamboyance.

Rudy is a loveable character of indeterminate nationality on a lifelong and never-ending quest to discover the source of the very best organic plant-only ingredients. He talks to us about Tideford in his unique TOV and makes us smile. His role is to celebrate and enlighten us about the convenience and deliciousness of plant-based cuisine. He knows his onions. And his spinach, ginger, garlic, peppers…