Springetts has finished first concepts for its redesign of Duchy Originals’ identity, only two years after the last redesign of the Prince of Wales’s grocery brand.
‘It’s a total reassessment of the brand,’ says Springetts managing director Pete Green. ‘Nothing has been ruled out.’ The new look is ‘unlikely’ to appear on shelf before the New Year.
The consultancy won the project, for an undisclosed fee, after Duchy Originals reviewed past work on the brand by designers, says a company spokeswoman.
Lewis Moberly created the original identity in 1992, which was then revamped by Karen Dunbar Design in 1999. Springetts designed the packaging for the brand’s stilton, which launched last year. KDD was not considered for the latest identity overhaul, according to the spokeswoman.
Duchy Originals is keen to reinforce its brand values that were lost as the product range evolved, says the spokeswoman. ‘We want to continue to raise the profile of our charitable donations,’ she adds.
The redesign comes as Duchy Originals embarks on an 18-month programme of new product development, further taking it into organic and free range food sectors. The range includes biscuits, chocolate, bread, cheese, bacon and sausages, among other foods.