While not a huge fan of the new Trebor mark itself (www.designweek.co.uk, 30 June), this rejuvenation will ultimately be judged on if there is an increase in sales.
Jones Knowles Ritchie would have worked within a tight brief on a brand that already has a high level of recall. Getting the balance of needing a fresher look to move forward, but not leaving behind the loyal ‘minty bit stronger’ fans, is essential, and I think it has achieved that.
Admittedly not JKR’s finest piece of work, but all those in doubt should have a look at the last piece of work they designed for Scrumpy Jack – fantastic!
Lisa Goodwin, by e-mail