More Than a New Carton: How We’re Bringing Rabbit River Farms to Life
A brand refresh that goes beyond packaging, bringing new energy, personality and storytelling to one of Canada’s original organic egg brands.
When people think about a brand redesign, they often think about a new logo, updated colours or refreshed packaging.
But a successful rebrand is about much more than changing how something looks. It’s about making sure the brand has a consistent identity, a recognizable personality and the creative tools to connect with consumers wherever they encounter it. Its not just about what you can do in Canva
That’s exactly the approach we’ve taken with Rabbit River Farms.
Building on a Brand’s History
Rabbit River Farms has a long history in Canadian egg production, including its distinction as Canada’s first certified organic egg producer.
With an established presence in the market and a story worth telling, the opportunity wasn’t to reinvent Rabbit River Farms. It was to build on what made the brand special while creating a more contemporary, cohesive identity.
The refreshed brand needed to feel approachable, colourful and full of personality, while continuing to communicate the quality of its eggs and the care that goes into producing them.
And importantly, it needed to work just as well on a grocery store shelf as it would on a website, Instagram feed or recipe page.
From Packaging to a Complete Brand Experience
Packaging is often the first interaction consumers have with a food brand.
For Rabbit River Farms, the updated cartons were an important starting point, but we wanted the visual identity to extend well beyond the grocery aisle.
Our work has focused on creating a consistent brand experience across multiple consumer touchpoints, including:
- A refreshed visual identity and brand guideline
- A redesigned website and product pages
- New food photography featuring 24 recipes
- Product-focused content and social media creative
- Influencer marketing and digital storytelling
- An expanded role for Ruby, the brand’s recognizable rabbit character
Each element has a job to do, but together they create something much more valuable: a brand that consumers can recognize and connect with across different platforms.
Meet Ruby. Again.
One of the most exciting parts of the Rabbit River Farms transformation has been reimagining Ruby.
For years, Ruby existed primarily as an illustration on the egg carton. She was part of the brand’s identity, but her personality had never really been explored beyond the packaging.
We saw an opportunity to change that.
Rather than replacing an existing character, we’re bringing her to life.
Working with an animator, we’re developing a series of short Ruby animations that can be used throughout the website and across future digital content.
Ruby will be able to walk, skip, wave and interact with the brand’s brown and white hens. Different animations are being developed for different sections of the website, giving Ruby a more active role in the consumer experience.
And we’re thinking beyond a single animation.
The goal is to create a reusable library of animated assets that can support future website updates, social media Reels, campaigns and other creative applications.
It’s a great example of how an existing brand asset can evolve into something much more engaging.
Ruby is no longer just a character on a carton. She’s becoming a personality consumers can interact with.
Making Food Photography Part of the Brand
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Another important part of the redesign has been establishing a new photography direction.
For food brands, photography is one of the most effective ways to make a product relevant to everyday life.
Eggs are incredibly versatile, but showing that versatility requires more than photographing a carton.
We commissioned 24 recipe photographs, working with food photographer Galina Afanaseva to create a cohesive collection of colourful, appetizing images.
The photography was developed with the new brand identity in mind, using brighter colours and a contemporary styling approach that complements the refreshed packaging.
These images are being integrated throughout the website, including the recipe pages, while also providing a library of assets for social media and future marketing.
The result is content that doesn’t simply show consumers what Rabbit River Farms sells. It gives them ideas for what they can make with it.
Designing a Website That Works Harder
The website redesign was another opportunity to connect all the pieces.
Rather than treating the website as a digital brochure, we approached it as a destination where consumers could learn about the products, explore recipes and find Rabbit River Farms eggs in stores.
The redesigned experience brings together product education, brand storytelling, food photography and clear navigation.
It also creates a home for Ruby’s new animated personality.
From individual product pages to recipe inspiration and the store locator, the objective has been to make the website more useful, engaging and consistent with the new brand identity.
A Rebrand Shouldn’t Stop at Launch
One of the biggest mistakes brands can make is treating a redesign as a one-time project.
New packaging launches. The website goes live. Everyone celebrates.
And then what?
For Rabbit River Farms, the redesign is the foundation for ongoing marketing.
We’re building a sustained content approach that includes recipe inspiration, creator-led content, influencer partnerships, seasonal campaigns and storytelling that brings consumers closer to the brand and its farmers.
The refreshed packaging, photography, website and animated characters give us a recognizable creative foundation to build from.
That means future content doesn’t need to start from scratch every time.
The Bigger Lesson for Brands Considering a Redesign
If you’re thinking about refreshing your brand, start by looking beyond the logo.
Ask yourself whether your existing identity can support everything you want to do next.
Does your packaging connect visually with your website? Does your photography feel like it belongs to the same brand? Are your social channels recognizable? Do you have distinctive assets that could play a bigger role in your marketing?
Sometimes the most valuable opportunities are already sitting right in front of you.
For Rabbit River Farms, one of those opportunities was a little rabbit named Ruby.
She’d been there all along.
We just needed to give her room to move.
Thinking about a brand refresh?
At Branding & Buzzing, we help food and beverage brands connect the dots between brand identity, content creation and digital marketing, creating work that looks good and has a purpose long after launch.