Thorntons set to revamp branding

Three consultancies are working with confectionery group Thorntons, Design Week can exclusively reveal, as it tries to regain focus and differentiate its own products from ‘faceless corporate’ rivals such as Cadbury and Werthers.

Working on branding and packaging for Thorntons’ flagship Continental Chocolate (revamped packaging pictured) and Toffee ranges, set to relaunch in September and August, are Brewer Riddiford and Ziggurat respectively.

The briefs, both for ‘upper end’ five-figure fees, come as Thorntons struggles with a falling share price following a recent profit warning.

‘We drifted a bit too close to mimicking our competitors,’ explains Stuart Gordon, head of design at Thorntons. ‘We need to zone in on our individuality and the fact that our products originate in kitchens, using skilled chefs.’

Ziggurat director Adrian Collins says that this was achieved by including an image of a sheet of notebook paper containing chef’s scribblings, with toffee pieces laid on top.

Thorntons will put interiors work out to tender once it has settled on a format for a more ‘experiential’ store format, says Gordon.

Meanwhile, Springetts is tasked with creating the branding for Thorntons’ new Coolfruits frozen chocolate snack line.