Food supplier makes off with Swag identity

Fledgling packaging design group Sleddon Wilson and Gallimore has created an identity and packaging for specialist food producer The Bay Tree, as the company seeks to expand its reach to a broader retail market.

In addition to a 70-strong product range, the identity will be implemented across stationery, signage, uniforms and liveries, as well as corporate literature and an exhibition stand, in a project believed to be worth close to a six-figure sum to the group.

The Bay Tree supplies a range of handmade pickles and condiments to the independent retail trade, but is now branching out to supply multiple retailers, and has secured its first deal with Sainsbury’s.

According to Swag founding partner Dan Gallimore, the consultancy sought to preserve The Bay Tree’s association with quality and natural ingredients, while raising its profile to complement a more mass market sales approach.

Swag enlisted photographer Rob White to shoot visuals conveying the company’s key values of freshness and honesty. ‘It was about transforming a premium product into a premium brand,’ says Gallimore.

On the back of its work on the repositioning, Swag has been appointed to revamp The Bay Tree’s continued presence in the independent retail trade.

The secondary commission is worth £40 000 to the six-month-old consultancy, with Swag’s fee for the original project believed to be in excess of this.