Martin Dawe Brand Design has created the branding and packaging for a new range of Tims Dairy yoghurts.
The food-service yoghurt supplier is celebrating 60 years in business by launching a range of Greek, natural and whole-milk yoghurts in the retail sector.
The packaging has hand-drawn illustrations of the name and ingredients of each product, and the inner sleeve has information about the history of Tims Dairy.
Martin Brewer, project manager at Martin Dawe Brand Design, says, ‘The key message to consumers was to retain a local and sustainable feel to the product. It needed to capture the essence of its family origins and heritage, and communicate that its staff were specialists and artisans in yoghurt-making.’
He says the consultancy was directly appointed last November to design packaging that ‘retained a local and homely feel, while giving the design a modern twist to make it stand out’.
The branding will also be applied to posters, exhibition graphics and a sales brochure.
Sally Dorling, a consultant for Tims Dairy, says, ‘Up until now, Tims Dairy has been in the food-service industry. It has been out of retail for too long. The packaging needed to reflect that it is a natural-ingredient product, as well as [highlight] the Greek family heritage.’
Budgens, Harrods and Selfridges will stock the yoghurts from 27 April.