Springetts Brand Design Consultants

Typically marketed in the baking aisle, Whitworth’s Shots were blending in with the rest of the range rather than standing out as a snacking product. The aim was to appeal to a younger audience and to make the term ‘shots’ into a brand rather than a descriptor, in order to break onto the snacking shelf.

With a new positioning of ‘Burst of Nature’, the design solution brought their natural goodness to life with a leafy design architecture and playful font. A strong, fresh and natural brand look was created.

AkzoNobel, owner of heavyweight paint brands including Dulux and Hammerite, had its core trade paint brand Glidden acquired by a major rival in late 2012. The Glidden name would be disappearing from the UK, so they needed a new brand to protect market share while ensuring their premium Dulux Trade brand wasn’t cannibalised.

For confectionary start-up Monty Bojangles, its on-shelf presence is its primary means of catching attention. With changes to their production line enabling them to individually wrap their truffles, a new opportunity for sharing and gifting packs – at an accordingly elevated price point – demanded an appropriate packaging solution.

McVitie’s cake portfolio needed a new, unifying identity. One that would signal the McVitie’s masterbrand and foreground their influential biscuit sub-brands where necessary, while telling their own distinctive story.

The frozen seafood category was struggling and had undergone a programme of cost cutting and value offering which had an adverse impact on consumer perceptions of the Young’s brand. To convince consumers to shop their frozen products again, the key challenge for Young’s was to bring taste back to the freezer and address the brand’s particular problem of ‘Who believes a fisherman can cook them a tasty fish dish?’

Goodlife's new repositioning and brand design has challenged the vegetarian frozen food’s category convention of light 'healthy' looking packs, opting instead for brand semiotics to evoke real, hearty foodiness and resonate with a new, much-wider audience. This category changing reframing of the 25 year old brand has delivered fantastic results with total sales up 66% in nine months.

Under threat from retailer own-label products and in danger of being withdrawn by their largest single customer Waitrose, confectionary brand Monty Bojangles required strategic and creative thinking to completely re-present their chocolate truffles offer. Not only did the redesign ensure they gained ownable brand equity, but the premiumisation of the design allowed the business to restructure the Retail Selling Price and deliver an amazing gross profit increase.  

With traditional craft ale surging in popularity in recent years, Twickenham Fine Ales needed to re-establish itself as the authority on the beverage, be relevant to today’s drinkers and stand out from its new competitors.

Cuprinol’s share of the woodcare market was in decline, and their position at the very top was under serious threat. An opportunity was spotted with the Cuprinol Shades range to redefine the brand and the woodcare category itself, thereby recapturing market share. A redesign of the range packaging was undertaken, with the focus now on outdoor spaces as an opportunity to create a repositioning of the garden as a fifth room.

Church & Manor were a truly unique class of eggs, with market-redefining potential. But accessibility issues were preventing them from realising this ambition. With warning lights flashing over this speciality range, Noble Foods found themselves in need of an eleventh-hour rebranding. Facing an oversaturated market locked in a state of a decline, Springetts were chosen to help these golden eggs really shine.