Keyword search: New Product Development

HOW TO CREATE A BRAND FOR A PREMIUM CATERING BUTCHER, THAT CAN ALSO BE APPLIED TO RETAIL PACKAGING.

Here’s a concept we developed for a Yorkshire based catering butcher that supplies premium hotels and restaurants.

The identity is premium and suggests traditional butchery. The pack design has a farmer’s market feel and is loaded with Yorkshire brand tone. The sleeve would be printed on white card, to appear like a recycled brown card with a sticker and stamp applied.

Our design was created and appeared on websites such as LovelyPackage.com, well before the masses used illustrations of animals on pack. It was daring and would have been pioneering, if the company had had the confidence to move forward with it at the time.

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HOW TO DESIGN AN ENERGY JUICE WITH SHELF SHOUT, THAT PACKS A REAL PUNCH.

Just as Relentless and Red Bull were launching large cans of energy drink, we felt it was important to communicate the power of the energy. We did this by exploring smaller cans, fruit pouches and cartons, with a brand that would be instantly recognisable globally. Kapow packs a real punch!

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HOW TO SIMPLIFY A TRADITIONAL BRAND AND EXPAND THE PRODUCT RANGE WITH EXCITING NPD.

It started with a simple idea of spray vinegar. Why dollop it on, when you can have a fine, even mist?

We then approached Sarson’s with our visual concept of a bottle with a cap on it. The top of the cap mimics the shape of the bottom of the bottle to create a perfect lozenge. This differentiates the product from the regular bottle, but is still iconicity Sarson’s.

We then simplified the branding, so that it could be applied directly to the bottle or bottle cap.

The perfect application for our new spray bottle would be a balsamic product. In a premium black glass bottle, you can’t even see the liquid. It would be a welcome addition to any contemporary dining table and even without the cap on, still unmistakably Sarson’s.

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HOW TO TARGET THE END CONSUMER, WITH A FOCUS ON PRODUCT THEY WOULD BUY.

When was the last time you saw a cat drag a cow or sheep through the cat flap?… So why are we feeding them beef and lamb flavour dried food?

Here’s an idea for a market fresh style brand that would appeal to fussy cat owners and fussy cats alike.

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Identity | Design | Illustration

HOW TO CREATE A TRADITIONAL BRANDED FEEL FOR AN AMERICAN ARTISAN FOOD RETAIL WEBSITE.

Fermented Nation is a new concept in food retail, that champions independent American artisan food producers, selling their products across the states.

The identity and website design wanted to reflect the business model in a style that the food producers would appreciate. All the producers are selected by the team behind the business and this is shown in a quality roundel which appears on the site.

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HOW TO REDESIGN MORRISONS KEY RANGES, WITH EMPHASIS ON GREAT PRODUCT PHOTOGRAPHY.

As Morrisons were about to redesign all key product ranges, we took existing products and art directed vibrant new photography styles to show how they could work with some new pack design concepts.

Below is our concept for a redesign of ‘The Best’ range. We shot beautiful day-lit photography in a ‘Bistro’ style scene and renamed the range accordingly. The product descriptors are coded in vibrant colour that hint towards the main ingredient.

BEFORE

OUR CONCEPT

Below is our concept to show how the design of different ranges of world ready-meals could be simplified through colour coding with big on-pack imagery. This would allow for simple range extension and easy introduction of further ranges.

BEFORE

OUR CONCEPT

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Art Direction | Naming | Branding | Packaging | Illustration | Narrative

HOW TO CREATE A NEW BRAND, FOR A NEW CATEGORY, THAT APPEARS ALMOST RECOGNISABLE AT FIRST GLANCE.

The bold colour pot labels offer real shelf shout and we involved Simon Inman, from our Artist Network, to illustrate a story which links the iconic identity to the scene.

The whole design is full of suitable tone of voice, written in the words of head baker, Nicola.

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Naming | Branding | Packaging | Illustration | Narrative

HOW TO CREATE A NEW BRAND OF WINES FROM ARGENTINA, TO APPEAL TO A YOUNGER DEMOGRAPHIC OF RED WINE DRINKERS.

Nice Nose is the name we chose for a new range of wines with descriptive labels, for a wine distributor in California. The aim was to appeal to restaurant chains catering for young, professional clientele.

We developed and hand wrote each of the wine’s descriptors, to be simple and educational and combined these with illustrations provided by Schoph, from our own Artist Network.

The work has appeared in numerious books regarding wine and design and countless design publications.

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Strategy | Naming | Art Direction | Branding | Packaging | NPD | Illustration | Narrative | Guidelines

HOW TO RE-ESTABLISH THE NATION’S FAVOURITE BISCUIT BRAND, EXPAND THE FAMILY AND RETAIN THE CORE VALUE OF MISCHIEF.

We created an entirely new brand framework for the launch of new toffee and chocolate product groups under the familiar Dodgers brand. This became one of the biggest FMCG new product initiatives of 2011.

To draw on nostalgia, we retained the original ‘Dodgers’ font, derived from The Beano’s ‘Rodger The Dodger’ comic strip. We added a ‘heart’ to the ‘O’ to hero the heart of the product and changed the logo font to a subtle, cream colour for consistency across variants.

BEFORE

AFTER

For the packs we chose a vivid, retro sunburst as a backdrop, allowing for bold variant differentiation. We also added product specific photography in an old-school storybook style.

A life size product shot now precedes the logos and we scribbled cheeky marker pen style graffiti, to hero the heart of the product with ‘Everyone Loves’. This graffiti appears as a variant strap-line such as ‘Jamtastic’ and ‘Get stuck in!’ – which was chosen as the brand strap-line for advertising.

RANGE EXTENSIONS

We created bold sub branding for the core family extensions. Each product is a different proposition that targets a different audience or occasion and we communicate this in both the graphic elements and on-pack tone of voice.

BRAND GUIDELINES

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Art Direction | Branding | Packaging | Narrative

HOW TO LAUNCH A NEW COOKIE RANGE FOR A 100 YEAR OLD BRAND, FAMOUS FOR CHOCOLATE.

We worked with Thornton’s and Northumbrian Fine Foods to develop a new range of cookies under the Thornton’s brand.

The design draws on the heritage of the brand. We gave each card pack the appearance of a traditional glossy biscuit tin, using sweet shop style stripes and a paper label-feel holding device, over product photography.

Our design became the template for the roll-out of all Thorntons licenced products.

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