Family and Friends creates Warburtons’ Escapes

Family and Friends was appointed alongside strategic consultancy The Tulip Partnership and commissioned to rethink the brand proposition, undertake consumer research, name the range and develop a new look.

Family and Friends led the project, a task which involved positioning the crispy pitta bites as a low-fat alternative to potato crisps.

The name Escapes was chosen to support a ‘Happy Adventure’ proposition ‘bringing together its global flavour influences and the opportunity for consumers to escape from the daily grind and the generic crisps and popcorn on offer – hence the name,’ according to Derek Johnston, co-founder and creative partner at Family and Friends.

Johnston, who worked with children’s book designer Andrew Griffin and photographer Howard Shooter on the pack images says, ‘The design approach aims to create a flavour journey that travels across various continents.’