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In The Raw® Refreshes Its Brand

In the current landscape where approximately 75% of consumers feel overwhelmed by incessant advertising and messaging, In The Raw® is making a bold move by embracing simplicity over saturation. Renowned for its quintessential Sugar In The Raw® packet, this brand is stripping back its offerings to focus on what truly matters: a unified brand identity that represents trust, quality, and simplicity.

A Legacy of Sweetness

Founded in 1970, In The Raw has grown from its flagship product, Sugar In The Raw®, into a diversified range of natural sweeteners including stevia, monk fruit, agave, and honey. Despite its extensive product lineup, the brand faced a significant challenge. Many consumers did not always associate the broader product range with the established recognition and trust of Sugar In The Raw.

The Brand’s New Direction

To tackle this issue, In The Raw has restructured its branding strategy. The recent refresh encompasses a cohesive system that presents all products under one trusted name, minimizing the noise associated with individual products. This strategy aims to foster a deeper connection between the brand and consumers, enhancing recognition across all offerings.

The updated visual identity draws inspiration from one of its most compelling assets—the craft paper of the Sugar In The Raw packet. This classic design element symbolizes authenticity and quality, reinforcing the brand’s commitment to real ingredients and responsible sourcing.

David Goldfarb, COO of Cumberland Packing Corp, expressed the intent behind the refresh: "This wasn’t just about launching a new campaign; it was an opportunity to redefine our brand’s presence and ensure it resonates with modern consumers. We wanted to establish a stronger and more coherent brand that respects our traditions while paving the way for future innovation."

Bringing the New Brand to Life

To truly showcase the brand evolution, In The Raw has developed a new video campaign in collaboration with Broken Heart Love Affair and directed by Aaron Ruell from Holiday Films. The campaign adopts a lighthearted tone, humorously critiquing the clutter of contemporary marketing approaches. Following an exuberant narrative that highlights the concept of "raw" all too literally, the ad cleverly transitions to a simpler, straightforward message of “doing less.”

The conclusion of the advertisement is particularly striking; it wraps up without a tagline or overt embellishment, allowing the brand essence to shine through. “Ending the film in this understated way aligns with our brand ethos,” said Matt Barrett, Director of Marketing at Cumberland Packing Corp. “In The Raw doesn’t need to shout—our name encapsulates who we are.”

Looking Ahead: A Unified Portfolio

This newfound identity positions In The Raw for future growth, supporting innovation while maintaining a consistent brand philosophy. Whether consumers choose stevia, monk fruit, or the beloved Sugar In The Raw, the message remains clear: In The Raw stands for genuine sweetness, reliable choices, and confidence without the complications often found in the marketplace.

About In The Raw®

In The Raw® has a rich history rooted in offering simple, honest sweeteners. Best known for their iconic Sugar In The Raw® packet, the brand pledges to remain a go-to choice for those seeking quality and transparency in sweeteners. With the recent brand refresh, In The Raw is poised to reinforce its commitment to excellence while resonating with a new generation of consumers who demand authenticity in their choices.