Fortnight Collective, the independent advertising and branding agency, has launched a rebranding campaign for Solely, including a brand repositioning and redesigned packaging.
Solely launched a major packaging rebrand for its Organic Fruit Jerky and snacks, designed to emphasise ingredient simplicity and improve shelf impact. The redesign, which has contributed to a 296% sales boost and earned a 2025 Designalytics Effectiveness Award, streamlines communication by focusing on “nothing but the fruit” and removing, in some cases, previous “one whole fruit” messaging and specific, redundant or excessive, badges.
“We saw that Soley had many strong advantages in the marketplace, but its messaging and the packing and visual ID were not consistent or clear,” said Andy Nathan, founder and CEO, Fortnight. “They needed a new, compelling and crisp articulation of the brand idea/platform—Nothing But the Fruit—that would unify the company’s marketing strategy, package design and creative execution.”
Fast Company ranked Soley its #2 Most Innovative Food Company in 2025 and both agency and client saw the enormous growth opportunity for a brand with such a disruptive and innovative position in the market – especially when consumers raved about the brand’s taste experience.
“We needed to establish Solely as a distinct, revolutionary force driving the food industry forward,” Andy added. “Our mission was to increase brand awareness and relevance and ramp up consumer trial and adoption. The first and most important line of attack was the product packaging.”
Fortnight introduced a complete, top-to-bottom redesign of the packaging, in collaboration with Bex Brands. The new packaging scheme is centered by a more recognisable hand that holds dramatic and realistic illustrations of radiant and glowing fresh fruit that have been sliced open to reveal the fresh, natural abundance of the fruit inside. The colour palette is dominated by bright, saturated main colours that reflect the character of each fruit and the wording has been reduced to focus on the brand name and the variety. The redesign template has been adapted to the fruit gummies and dried fruit products—and the brand continues to roll out more exciting varieties.
The new packaging and visual ID now accurately and dramatically express the Soley brand narrative, ‘Nothing But The Fruit,’ and reinforce the brand’s unique position in the category, the integrity of its products and the total transparency of the brand’s mission–expressed in the clear wrapping on the back of each package that shows off the fruit in its purest form.
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