Nicholas & Harris bought the brand in 2009 and decided to refresh the packaging design, which dated from the 1970s.
B&B was appointed six months ago following a three-way credentials-led pitch. The consultancy was chosen because it had ’big agency expertise and flair, but the focus of a small start-up’, says Nicholas & Harris managing director Simon Staddon.
As part of the research phase, B&B was asked to create both a ’revolutionary’ and ’evolutionary’ solution for the new packaging. Nicholas & Harris then asked customers to vote online as to which design they preferred. Staddon says, ’We were quite surprised at how strongly customers felt about the original design.’
The new packaging, which will roll out in supermarkets at the end of this week, has retained some elements of the original, including green stripes and a portrait of brand founder Alfred Vogel. B&B has softened the distinctive ’V’ of the brand’s logo, introduced a grain illustration and rounded the typeface used throughout the packaging.
The consultancy tweaked the portrait of Vogel to make it look more realistic. B&B creative partner Shaun Bowen says, ’The old portrait was illustrated in a Greek “oldie worldie” style. We cleaned it up, keeping the authenticity but making it more human.’
The new packaging also features a clearer substrate and a matt finish that gives it a paper-like quality. Bowen says, ’It is a well-loved brand and those who buy it are very loyal, so it was a case of updating and refreshing without losing its character.’