Winners 2021/ Gold

Project: Princes Branding

Client: Princes

Design: BrandOpus

Outshining competitors with a new modern design that’s attracting a wider demographic to the canned food category, 320,000 extra shoppers consumed Princes products after the reinvigoration of its identity and packaging.

120 year-old brand Princes had the opportunity to grow in the market by building on canned products’ recyclability, health and value-for-money credentials. To inspire purchase from younger consumers, Princes needed to reframe perceptions of the category and brand, to build relevancy with modern families.

Collaborating with BrandOpus, Princes’ new distinctive identity, colour palette and design system aid range navigation and act as a beacon on supermarket and cupboard shelves. 

Incorporating playful illustrations and an ‘illuminated P’ logo signalling ‘storytelling’, the more meaningful identity emotionally connected with families and increased key brand association metrics such as ’innovative’ and ‘worth paying more for’. 

The redesign has driven brand re-appraisal, attracting shoppers in the target 35-44 age range and building loyalty with existing consumers. Overall shopper numbers have risen 2.2% and Princes was enjoyed at 3.4 million additional meal occasions than in the same period the previous year.

Although a positive uplift was seen across canned foods during the pandemic, Princes has outpaced and outperformed the competition, growing brand value 8.8% and penetration 1.3% year-on-year.