Eight years after launch, Pipers Crisps was receiving underwhelming feedback from customers and was suffering from being delisted by Harvey Nichols delicatessen. With their messaging no longer unique to the market, and losing market share, the challenge was set to reinvigorate the brand with a bold new identity and pack design.
Since the redesign, which draws out the unique, quirky elements that make Pipers distinctive, business has soared and ROI was achieved in just ten days. Pipers saw a huge sales increase of nearly £4million in three years and a 46% turnover increase on the previous year, after being on the shelf for just one. The redesign was the only variable factor impacting the business, enabling it to achieve a whopping 25% year-on-year growth. The brand can now command a price point 5% higher, despite manufacturing costs being reduced by 10p per pack. Pipers have doubled their number of stockists and 44 new jobs have also been created.