Gold

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.

By March 2010 Keelham Farm Shop averaged 6,780 customers a week with an annual turnover of £6.2m. Pretty impressive figures for a farm shop, but the Robertshaw family wanted to enlist the power of design to take Keelham to the next level.

The key objectives of the brief were to help drive sustainable growth for Keelham and provide a brand platform to support their future expansion.

The Johnnie Walker Collection (JW Collection) comprises a range of 20cl premium Scotch whisky bottles housed in an attractive outer pack. Global Travel Retail sales are a major contributor to revenue for Diageo. They requested a redesign to solve concerns over the packaging quality, and also to heighten the product’s premium feel and boost revenue in this environment following a price increase.

Virgin Atlantic wanted to explore the product and service design aspects of their Economy meal, with the drive behind the project to generate concepts that would improve passenger experience and help deliver future investment.

By 2010 the power of the Müller brand was falling under fierce competition. The wall of blue brand blocking strategy was acting as a signpost but failing to invite people in.

The food industry had been revolutionised in recent years and the re-design needed to reflect deliciousness in all that it did. It needed to look utterly ‘Müllerlicious’. The new design is more enticing, with subtle changes of tone across each sub-range providing a distinct personality and making differentiation of product far easier to notice.

Since 2012, Thwaites has made a loss and gone through three phases of redundancy, culminating in the closure of its main brewery in March 2014, with brewing of its main beers contracted out. The new range of Crafty Dan beers, from their micro-brewery, were needed to help redevelop and reposition the brewery for future success and profitability.

The Crafty Dan beers range combines the best of the traditional European beers and the bigger and bolder American rivals. Each design has a clear definition of its beer style and supporting copy emphasises the ingredients and flavours.

With Christmas approaching, luxury perfumers Penhaligon’s had the ambition to boost sales on a limited budget. A packaging redesign was agreed, with the additional aim to produce the new item at parity cost and build affinity for the brand. The refreshed look centred on the client’s Victorian provenance and, specifically, music boxes from the era which were interpreted as birdcages holding mechanical songbirds. Two items were produced – mini tins to hold the perfume and a ‘hero’ tin which allowed the consumer to hand select its contents for greater buying theatre.

Historically a distribution company of equipment for football referees in the UK, A+H International and its owner, identified an opportunity for developing a system that could enable football assistants to communicate with referees electronically.

The design programme started with input from professional referees, identifying what was needed to produce the best system in the world. The resulting design sees the referee alerted by a sound and vibration from their receiving pager unit worn on an upper armband.

With no name or brand, the Keeble family had been selling their sausages under the family name when they decided they wanted to take the product to the next level. The sausages spoke for themselves; the challenge was to create a brand that did them justice.

Justifying a place on the shelf in an over-crowded market was the biggest challenge. The passion for food was the drive behind the whole business and this needed to be at the heart of the brand. The maxim ‘What the Heck’ was adopted and Heck was born.

London specialist food store Fortnum & Mason were looking to reconfirm their brand as a leading seller of speciality teas. A complete overhaul of the packaging of around 150 premium tea blends was undertaken, with Fortnum & Mason’s 300+ year heritage leading the new approach. The packaging needed to reflect the Englishness of the famous brand, effectively communicate the differentiation of the range, improve shopability and also create a sense of ‘theatre’ at the flagship Piccadilly store.