BrandOpus

Healthier eating trends have seen premium bread sales rise and wholemeal bread brand Allinson’s was perfectly placed to capitalise on this. One hundred years ago, Allinson’s founder was one of the first to advocate the benefits of wholemeal, encouraging Victorians to incorporate it into their diets.

With this heritage, Allinson’s should have been leading the category, but its pack had little visibility on shelf and the brand was instead experiencing long-term decline. A new brand and packaging design was needed to drive distinctiveness and convince on quality.

Carling, the UK’s number one lager, was facing major challenges. Competition from premium craft beers and imported lagers was growing significantly, whilst alcohol consumption was falling. The mainstream lager category was in decline with sales down 11% since 2011 and along the way, in a bid to fit in with trends, Carling had lost its personality and standout.

Things looked bleak until a dynamic redesign enabled Carling to buck the category trend and achieve substantial growth.

Back in the 1970s Blue Dragon had been a pioneer in Asian food. Today, with a transformed restaurant scene, shoppers are more accustomed to world flavours and are increasingly seeking to relive these experiences at home.

To capitalise on the opportunity, retailers are launching their own Asian offerings and Blue Dragon’s competition is growing. It needed to strengthen and modernise its brand to increase relevance and maintain its position as market leader.

The dairy-free market was on the up, but Vitalite had lost its position as the best-selling dairy-free spread to Pure.

Going dairy-free had hit the mainstream, with 10% of the UK population avoiding dairy because of intolerance or as part of a healthy lifestyle. There was huge opportunity for Vitalite to grow, but it needed to shake off the perception of simply being a sunflower spread to become a credible dairy-free alternative.

McCain is the world's largest producer of chips. Kings of the frozen food aisle, they were entering the £253 million chilled potato market for the first time with new concept Shake Shake Fries.

To ensure success in this new space for the brand, the Shake Shake Fries packaging had to drive distinctiveness from competitors, whilst also delivering a format that would be unique and functional.  

Breakfast brand MOMA has come a long way since it started life at Waterloo station in 2006. But a decade after launch, a shift from the original sales outlets in bustling commuter train stations towards retail sales, necessitated a change in strategy to create an engaging and distinctive design on shelf.

Green tea consumption is on the rise, but the increase in incremental sales has remained slow. Recognising its bitter taste as a barrier, Twinings moved to introduce a breakthrough new range of sweet-flavoured variants.

The packaging designs differentiated the new range from Twinings’ other green teas with illustrations and a bespoke typeface that are designed to evoke chef-like presentations of the desserts that inspired the flavours. These are merged with the green colourway of Twinings’ core green tea range to communicate their shared family.

Twinings created a new range of premium teas and infusions to satisfy demand from consumers for more discernment and exploration in their tea. The new Discovery Collection has a per-serving price three times that of the core range and is aimed at premium grocery and travel outlets, so they would need to be packaged appropriately – moving beyond the functional and stirring up customers’ emotions.

Founded in 2009, a family owned business at the forefront of the small batch artisan ice block movement in Australia, saw an opportunity to strengthen their brand’s visual identity and to differentiate in an increasingly competitive marketplace.

In a category where consumers are prone to defaulting to the product with the best price, cooking oil brand Fry Light was finding that despite their unique spray format, 80% of consumers were only buying their product once. The decision was taken to reinvigorate the brand and pack design to deliver a healthier look and feel to appeal to a wider range of consumers beyond dieters.