Tideford: A Bold New Look and Taste for Adventurous Plant-Based Food Lovers

 

Tideford Organics has undergone a remarkable evolution., thanks to the creative expertise of The Space Creative, positioning itself as a vibrant and adventurous brand in the plant-based food market. Breaking away from the traditional rustic designs commonly seen on soup shelves, Tideford's fresh visual identity now pops with bright colors, bold logos, and playful illustrations, elevating its presence to new heights.

A New Brand for a New Audience

Tideford’s rebranding is more than just a facelift—it’s a radical shift in how plant-based foods are presented to a younger, more adventurous audience. Targeting the modern "Trailblazer," Tideford’s new look reflects the desires of consumers seeking plant-based meals that are not just healthy, but globally inspired and packed with exciting flavors. Gone are the muted, farm-shop aesthetics; in their place are vibrant designs that signal the joy and diversity of plant-based cuisine.

The inspiration behind the new design was the brand's proposition, "The Joy of Adventurous Plant-Only Food," with the goal of making eating plants a pleasure, not a chore. For consumers who are tired of the same old lunch options, Tideford offers a delicious escape with global flavors like Caribbean Sweet Potato, Thai Green Vegetable, and Indian Lentil Dhal, which stand as exciting alternatives to classic soups.

Meet Rudy the Foodie: Tideford’s New Face

One of the most charming aspects of the rebranding is the introduction of Rudy the Foodie, a connoisseur with an unquenchable passion for organic, plant-based ingredients. Playfully kissing each key ingredient on the packaging, Rudy embodies the brand's adventurous spirit and culinary expertise. His loveable, well-traveled character and unique tone of voice (TOV) add a layer of fun and engagement to the brand. Whether he’s celebrating the convenience of plant-based eating or enlightening us with his ingredient knowledge, Rudy’s flamboyant personality makes the Tideford experience memorable.

David Thomson, Creative Director at The Space Creative, notes;

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.

With Rudy leading the charge, Tideford’s packaging and communications stand out on shelves and in the minds of consumers. Rudy’s witty commentary and playful persona help differentiate the brand in a market where many players emphasize cozy and comforting over fresh and exciting.

A Hit with Retailers and Consumers

The bold new design has already made waves in retail, with Tideford relaunching into major outlets like Waitrose, Ocado, and selected Tesco stores. According to Susann Tandy, Senior Brand Manager at Yeo Valley, retailers are embracing the new look, with more listings on the horizon. 

“The Space Creative team immersed themselves in the brief and challenged us to push the boundaries within the category. I’m very happy with the creative outcome and excited to see where we can take the new brand,” Tandy shared.

Tideford’s redesign marks a significant evolution from its previous identity, which blended into the background with muted tones and a country kitchen aesthetic. By embracing bold visuals, adventurous flavors, and a loveable brand character, Tideford is not just standing out on the shelves—it’s leading the charge in the plant-based food revolution.

Conclusion

With its new identity, Tideford is poised to become a go-to brand for younger, health-conscious consumers seeking bold and exciting plant-based lunch options. The vibrant packaging, adventurous flavors, and the delightful presence of Rudy the Foodie are redefining what it means to eat plant-based. By making plant-only meals joyful and enticing, Tideford is transforming plant-based eating from an obligation into an experience that consumers can look forward to.

As the plant-based food market continues to grow, Tideford’s dynamic new brand ensures it is positioned as a key player, bringing both culinary expertise and joy to every bowl.