Norfolk’s Finest farms new look

Carruthers and Hobbs has revamped the packaging of Norfolk’s Finest, a brand of dried herbs based on a farm in East Anglia, to aid the brand’s expansion into supermarkets.

The brand is presently sold through mail order and small food retailers like delicatessens and its previous design was felt to be impractical for display in larger stores, says Carruthers and Hobbs director Peter Carruthers.

He adds, ‘The herbs were packed in fairly cumbersome plastic wallets and the labelling wasn’t working hard enough.’

The redesign uses foil-lined, uncoated card drums with clear plastic lids. To keep costs down, the bottom two-thirds of all the packs are the same dark green colour, he adds.

The consultancy was appointed without a pitch in September 2001. Carruthers worked on the project with designer James Taylor.