Winners 2020/ Bronze

Project: Honest Crust

Client: Samworth Brothers

Design: Ape Creative

Facing market challenges, Samworth Brothers took its branded food-to-go business back to the drawing board and smashed a retail sales value target of £7 million, with £12 million achieved in the year after relaunch. 

Looking initially to redesign its brand Deli Bite’s packaging, Samworth’s partnership with Ape Creative led to new ways of looking at the market, opening-up opportunities for growth. 

Every aspect of the branded offer’s design was considered – from naming to positioning, packaging to website design – and ‘Honest Crust’ was built from the ground up around a purpose that resonates with consumers. Its modern, calming design, sustainable packaging and ‘Eat Good. Do Good’ brand pillars, tell the story of the anti-food waste and anti-food poverty agenda at the heart of the brand, and clearly articulate Honest Crust’s environmental, societal and health credentials. 

This built an emotional connection with buyers and consumers; Samworth Brothers retained previously threatened business in Royal Voluntary Service NHS outlets and secured contract wins with higher-education outlets, opening-up a new market segment for the business. The success enabled Honest Crust to donate £50,000 in its first year, to help provide 200,000 meals for vulnerable people via its charity partnership with Fareshare.