The Raw Carrot is a social franchise that partners with church and nonprofits across Ontario with a vision for reducing poverty and marginalization in their communities to initiate and embed a Raw Carrot Soup Enterprise within their current organization. The ministry/franchise is owned and operated by the organization, with support from The Raw Carrot, to tackle poverty with sustainable, lasting change. Using established organizational structure, brand recognition and a successful model, a partnership with The Raw Carrot results in permanent employment opportunities for individuals with dis(Abilities) in the local community. The vehicle through which this happens is the preparation, cooking and sales of handcrafted gourmet soup in local communities.
The success of these franchises is dependent in part on above average brand recognition. The Raw Carrot and Blueprint Agencies worked hand-in-hand to create new packaging for their line of organic, handmade soups. The labels needed to stay true to their handmade product and keep in mind their homegrown roots that are deeply embedded in the community, along with showcasing very specific elements on each product label, that corresponded to each of the very specific soup types.
The Raw Carrot loved the hand-drawn look of the carrot featured in their logo and wanted similar illustrations on their packaging to showcase the ingredients in each kind of soup. Because they were unable to find each specific ingredient for each product as an illustration, Blueprint's Creative Director Jeanette Obbink created hand-drawn, unique illustrations for each type of soup to feature on their newly designed packaging.
While staying true to the product's authentic, handmade feel, each soup package now features a unique illustration and distinct colour that stands out to consumers while facilitating efficient distribution for the client. With their new, professional packaging, The Raw Carrot has expanded their brand and retail reach into stores across Southern Ontario, including both Farmboy and Foodland. Blueprint is proud to support The Raw Carrot in peeling for a change and enriching the face of our community each day.