In late 2007, Wild Rocket Foods LLC launched a new brand identity created by VGroup. Wild Rocket is an innovative, consumer focused full-line processor of fruit and vegetable food products sold into the retail and foodservice channels. Wild Rocket Foods currently supplies Tesco’s Fresh & Easy Neighbourhood Markets, which opened in the Southwest U.S. in October 2007.
Part of the UK Langmead Group, Wild Rocket LLC supplies all forms of pre-packed and prepared produce as well as vegetable based dips and fresh fruit juices using excellent quality and natural ingredients and will sell both conventional and organic produce. Their new logo and visual identity signifies their dynamic business culture and has enabled them to communicate their vision and values to both employees, the local community and business partners.
“For the moment our focus is 100 per cent on Tesco,” says James Truscott – VP Sales & Marketing, Wild Rocket Foods, who calls the company’s US move “a very significant investment”.
As well as the brand identity, VGroup also designed and built a website to promote the company to their business partners, employees and the local community. The website had to appeal to the dual audiences of corporate interests as well as potential employees, as Wild Rocket expect to recruit up to 600 new staff over the next year.
VGroup introduced a unique animated illustration style within the framework of the website, to appeal to consumers and potential employees, which has been extended into online and offline recruitment ads and internal communications.
Wild Rocket Foods update the website using VGroup’s custom-built CMS, which also incorporates RSS feeds of job postings to integrate with Wild Rocket’s HR and job listings portals such as monster.com.