Elmwood creates Filthy brand for new premium dessert range Marks & Spencer food supplier Park Cakes Bakeries this week launches its own premium dessert brand, Filthy, created by Elmwood.
Park Cakes brought the consultancy on board last year without a pitch, to help it establish a branded division that would give it a retail presence, and enable it to compete with the Gü and Duchy Originals dessert ranges. The design brief ranged from devising the brand concept, name, positioning and strategy to designing the identity and structural packaging. Elmwood account director Simon Preece explains that the range is based on the concept of ‘obsessed by pleasure’. It uses a ‘sensual’ tone of voice and visual style that aims to position it as the ‘Agent Provocateur’ of desserts. ‘Lots of premium brands go for the standard premium colours. Take Gü, for example. It’s heavy in black, which is just a shortcut to premium. We wanted to do the opposite, so we took an almost bridal feel to Filthy, focusing on the delivery of the chocolate,’ says Preece. The box, a white pack with a splash of colour, opens out to display the chocolates, once the lid has been lifted off. ‘It’s what we call ‘yielding and display’, says Preece. ‘It’s aimed at sharing.’
This week a website, www.filthyfoodcompany.co.uk, is being launched to support the brand, designed by Elmwood in conjunction with Ark. The product will also be
promoted through poster advertising and a viral campaign developed by LYNDA RELPH-KNIGHT, EDITOR Manchester consultancy Chief.