Old pack was exceedingly good for market share

I was staggered that Design Week should allow a designer to criticise another’s work in such a poorly informed manner. I am referring to the Review of the new Mr Kipling packaging (DW 3 February).

At a time when the industry is doing so much to present itself as a serious and united business, misguided criticism within our ranks only undermines our efforts.

That Design Week, the voice of our industry, promotes it without recourse to understanding the client’s brief and the results simply beggars belief. What wasn’t mentioned was that, following the introduction of the new packaging some five years ago, the brand grew by 57 per cent, resulting in its highest market share for ten years. The new design has moved the brand on and I hope its sales success will match ours [Brown ID].

Reviewing new design work in a constructive and engaging way would be something I would positively encourage.

Dave Brown

Chairman

Enterprise IG

London EC1M