Packaging

Angostura is one of the world’s leading rum producers and famed for its bitters. Under considerable threat from the competition, their brand looked tired and failed to reflect their premium pricing. Their flagship 1824 product needed to become more compelling and relevant to the target audience.

Croatian volume wine brand Vina Laguna found themselves unable to compete with premium Istrian wines at home, and they also wanted to prepare themselves to compete in the export market. Lewis Moberly (LM) was asked to create a brand identity and packaging for relaunch, to include an overall brand name and three tiers of quality.

Tetley’s is amongst the top ten highest-selling beer brands in the UK and enjoys plenty of providence – but its market share was in decline. The challenge was to reposition the brand and increase sales, creating fresh engagement with the predominantly male target audience.

The image of the Tetley’s Huntsman had been aligned with the brand for over 75 years, until it was replaced in 2000. WPA Pinfold re-introduced the icon as part of their modernisation of Tetley’s, creating key product differentiation at the point of purchase in pubs, bars and supermarkets.

Perry Court fruit crisps was a very good product with unhelpful packaging – despite being the perfect natural snack food, the packaging suggested a poor quality synthetic product. Studio 176 was brought in to overhaul the look of the product and reposition the brand.

The redesign from Studio 176 was simple, modern and appropriate with information radically simplified.The graphic device of sliced fruit with a straightforward description gave Perry Court stand-out, even in the highly competitive crisp market.

Amy’s Kitchen is a family business and the largest natural frozen food brand in the US, turning over $325 million. However, in the UK, Amy’s Kitchen was a niche brand sold in independents with a small presence in Waitrose and Sainsburys. In 2009 they were delisted from Sainsburys and they asked Honey to help them to expand appeal and product range in the UK.

Symington’s wanted to launch an authentic Ramen noodle brand that epitomises the company’s entrepreneurial spirit and to fill a gap in the market by tapping into the growing demand for Asian fast food. They also wanted to maximise the pull of ‘packed’ work lunches and the opportunity afforded by a commodity category which alienates many consumers.

HiPP UK’s proposition as the original ‘organic’ food brand was unique, but new competitor offerings and style formats were eroding their premium status. As the number two UK brand in wet baby food, the company wanted to re-establish their credentials and 50 years of food heritage.

The Copas family have been rearing turkeys for Christmas since 1957, and needed a brand image that reflected their rich history and ethical practices. Their truly free range birds are still hand plucked and game-hung, and the brand demanded fine packaging and a strong, traditional position within the market.

The challenge for Really Good (QVS) was to appeal to buyers in the highly competitive bread and baked goods market. As their range of 11 premium breads is so artisan and different, they didn’t want their products to get lost in the bread section amongst lower-quality competitors.

At Easter – a season typified by run-of-the-mill imagery – Brazilian confectionery store Brigaderia wanted to move away from clichés and emphasise nostalgia. They needed a new packaging design for their range of ‘brigadeiro’ sweets that represented something different and unique.