Citigate Lloyd Northover has created a profile-raising brand for Welsh food and drink – Wales: the True Taste – which will be launched next week by the Welsh Development Agency at the Royal Welsh Agricultural Show.
The six-figure job involves an identity system for sub-branded accreditation and awards schemes, as well as the development of point-of-sale material for supermarkets. The aim is to boost both the confidence of Welsh food producers and consumer awareness.
Paul O’Donovan, programme development manager at the Welsh Development Agency, says, ‘The problem is that we know objectively that Welsh food and drink is good – outside Wales, [it] wins award after award. But there’s little awareness that these products come from Wales.’
O’Donovan says CLN is also working on guidelines which will be used by promotional agency Design Wales to improve the packaging, presentation and marketing of Welsh products.
Design Wales operates a roster of local designers, he adds, and CLN’s work will ‘cascade to the design community in Wales to help [consultancies] work with companies to up their offer’.
The main identity, featuring a dragon logo, is to be used at promotional trade shows. The accreditation scheme, with its hillside logo, will identify ‘best of class’ products, while the awards scheme’s daffodil marque aims to enhance the ‘cultural’ image of Welsh food and drink.
The consultancy was appointed in September after a seven-way pitch. The marques were created by CLN designer Jeremy Shaw. Director Jim Bodoh and consultant Robert Mighall also worked on the strategy.