Hartley’s Sandwich Company will relaunch as Fresh later this month with a brand developed by Kinesis, as part of a move by the company to break into the consumer market.
The project also includes stationery, marketing material and a packaging revamp.
The company is shifting focus from wholesale supply to the retail market in search of higher margins, says Hartley’s Sandwich Company office manager Diane Matthews and the consultancy was briefed to deliver more contemporary packaging.
‘The previous packaging was too old fashioned-looking and we wanted it to stand out on the high street,’ Matthews says.
The packaging, which is in production this week and is likely to use fluorescent background colours, is aimed at creating a very modern feel, according to Kinesis creative director Jason Saunders.
It is also intended to differentiate the types of sandwiches the company makes and emphasise their health and nutritional aspects.
‘Their competitors in retail are still very traditional, and this [packaging] will make them stand apart,’ says Saunders.
Kinesis was awarded the project following a three-way paid creative pitch in early July.