Silver

In Scotland, IRN-BRU is a mature brand with high penetration, but in an increasingly competitive grocery environment, opportunities for growth are few. With demanding targets to boost website traffic by 10% and grow sales by 2%, a new design campaign was proposed leveraging the brand’s packaging to get people talking.

Launched in 2011, micro-brewery Treboom was already thriving and supplying numerous pubs, but looking for a step change from just brewing cask ale.  They decided upon bottling their ale, which would open up several new markets for both retail and trade sales, to shops and restaurants, diversifying the brewery’s revenue streams.

Lineham Farm Children’s Centre was set up in 1993 to offer under- privileged children the chance to experience activities such as mountain biking and climbing.

Lineham need £100,000 a year to run the farm and the brief was to develop fundraising ideas that would help them towards this target. And so the Eccup Beer Festival was created, offering fun for everyone and a chance to spread the word about the farm.

Mansfield Central Library, part of Nottinghamshire County Council Libraries Services, was a tired and dull space, failing its community. Hidden away, above the shopping centre, the dated and uninspiring interior was an unpleasant space for the public and staff.

Omni-channel retailing is crucial to consumers and Thomson Holidays decided they needed to offer a truly memorable experience to stand out against their competitors.

The idea behind the Holiday Design Store was to create a unique way of booking a holiday, breaking with the tradition of paper brochures and sales associates behind a desk, instead creating a connected environment where large, interactive touch screen maps on the wall and a feature table at the entrance sought to entice customers and offer them more than just a holiday.

An established market leader, Maximuscle wanted to develop a brand that was ‘for life’ and not just the gym. With 80% of sales coming from protein powder, Maximuscle aimed to launch product innovations into new channels to help reduce this over-reliance.

Working in close collaboration with the Maximuscle experts, the design team focused the brand so consumers could understand the full range available. The brand was rebuilt as MaxiNutrition, helping it to stand out as an all-round product, not just for gym enthusiasts.

By introducing Dulux Once, an ‘Added Value’ range, Dulux attempted to lift the paint category from stuttering annual growth and to stand out from the own-label brands.

The design task was to justify a premium price during a recession and housing slowdown; not an easy task, with many customers settling for cheaper own- label products or simply not purchasing.

Lil-Lets developed Teens in an attempt to shake up the declining UK San Pro category, but just six months after launching the brand was getting lost.

The redesign included a new brand identity, focusing on discretion and femininity. In an incredibly loyal market, the success of Teens means Lil-Lets has picked up a very valuable and varied customer base from an early stage. The range of products has increased from two to ten and the reach among teens is up to an amazing 43%, resulting in Lil-Lets Teens being worth £2m, a value sales growth of 41.4% year-on-year.

Introduced in 1992, Johnnie Walker Blue Label led the way in establishing an ultra-premium whisky category. By 2006 though it was looking tired and old-fashioned and with increased competition, they faced challenges to their status as category leader.

The redesign was intended to enhance the luxury cues while maintaining the DNA that is at the core of the Blue Label. The story of the brand was central to the refresh and the ‘Celebrating Epic Achievements’ idea was developed.

Anonymous on the shelf and with a low consumer profile, Billington’s unrefined brown sugar was an exceptional product being undercut by established white sugar brands extending into the sector.

Billington’s decided to invest in design with the intention of bringing the brand to life, reflecting the exciting experience customers have baking a cake. The stripped back design highlights the naturalness of the product and the eye-catching packaging has dramatically increased awareness.