Silver

In only 16 months, a small start-up transformed into a major national pet food brand, achieving distribution in over 1,000 locations across 45 US states with the aid of striking design.

The challenge was to take ‘left-overs’ of India’s meat industry to the sophisticated US pet food market. But dried ears and jerky have long been available in pet stores. Lewis Moberly’s design would need to differentiate the brand from competitors and enable it to become a top-tier player. 

Focusing on ‘inspiration, play and discovery’, Arçelik’s new design concept for its flagship store shifted its retail format from ‘transaction’ to ‘destination’. Brand perception rates leaped to 57% against a benchmark of 33% and sales increased 157%.

Although Arçelik is Turkey’s leading home appliances and technologies brand, the digital economy was affecting its traditional retail performance. To maintain its position and elevate its reputation, a new retail strategy was needed to attract omnichannel customers and grow Arçelik’s share of this segment.

Direct-to-consumer sales leapt 120% following the complete redress of Albury Vineyard’s brand, packaging and website design, substantially increasing the profit margin on each bottle of wine sold.

The vineyard produces award winning, organic wine but faced a number of challenges. With a small site, production capacity was limited and 75% of sales were through trade, impacting profitability. 

Entering a tough and shrinking category, a new cleaning innovation won over consumers with a brand and pack design that credibly communicate the product’s efficacy and environmental credentials. The range achieved £600,000 worth of sales in its first 18 months and has been exported to ten countries outside of the UK.

The challenge for Challs and Bulletproof was to create a brand positioning, name and brand world to persuade consumers that the new range was both eco-friendly and effective.

Whilst cultural interest in food has sky-rocketed, in contrast McCormick’s herbs, spices and seasonings brands (known as Schwartz in the UK) had been experiencing penetration decline. Despite being a key player in the category, it was perceived as old-fashioned and was struggling to find relevancy with some demographics. 

A radical new positioning and attention-grabbing design shifted perceptions of TrueStart from ‘niche sports supplement’ to ‘everyday energy brand’, and the business doubled its listings in only one year.

Founded in 2015, cold coffee/energy drink brand TrueStart had established itself within the fitness industry but had ambitions to diversify distribution from sports-focused to mainstream retailers. The founders also saw opportunity for the brand in on-trade, bars and nightclubs. But this was unchartered territory for cold coffee. 

By reimagining Well & Truly as a tasty lifestyle brand rather than a restrained healthy snack, a 104% uplift in gross sales was immediately delivered – double the target, with no advertising support. 16 months on from redesign, impact hadn’t waned, with sales steadily increasing week-on-week. 

Soda brand Dalston’s transitioned through a period of huge change with the aid of effective design, growing the business beyond local distributers, to be stocked nationally in over 4,000 outlets and exported to six international markets. 

Established in East London in 2013, the brand built its niche success around its ‘hand-made’ claim. But with a labour-intensive production process, the business needed to change to grow. 

Despite the popularity of Great British Bake Off, frustratingly for home baking brand Whitworths, sales in the category were flat. Research discovered a large slice of Whitworths’ buyers were ‘snackers’ not bakers, driving a new direction for the brand.

A full brand redesign was undertaken to change shoppers’ perception and move the brand into the healthy snacking category. The challenge was to discover a positioning that allowed for this step without ignoring that most of the current brand value was on the baking aisle.

World of Zing is a food and drink range that comprises everything from artisanally made table sauces to award-winning craft bottled cocktails, all produced using the latest in molecular mixology and cocktail ageing facilities.

To extend the brand’s fame beyond the South London foodies who’d been shopping the range at Brockley Market since 2014, World of Zing needed a clear brand purpose and visual language to grow the business, without losing its artisanal foundations.