Rairai

(
2025
)

Bread was becoming the villain of the UPF era, with rye stuck in the health-food aisle, unable to break into the category at large. When the founders of Ooni asked us to bring Finland’s iconic rye slices to the UK, we saw a bigger idea waiting to be unlocked. Finland is famously the happiest country in the world - and also the home of rye bread. We decided that wasn’t a coincidence.

We built RaiRai around that simple, joyful truth, using Finnish “less but better” thinking to turn rye from worthy to wonderful. The brand blends clean blue-and-white cues, generous pack windows and playful Finnish-flavoured language to make health feel light, modern and delicious. The result is a distinctive new challenger that makes rye feel like a small daily act of happiness

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Brand Strategy
Brand Identity
Packaging
Website Design
Social
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Working with Fran & Em was one of the best decisions we made when starting our brand, RaiRai. They bring so much energy and enthusiasm, backed by solid experience in the FMCG challenger space – with their fingers truly on the pulse.
Claire Grant
,
CMO Rairai

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