The consultancy was brought in to create a new look that aims to ‘elicit a more emotional connection with consumers’, according to Springetts, and help revitalise the range’s expanded product portfolio.
The new logo uses a ribbon design, containing the Aunt Bessie’s name and character graphic.
The packs feature new close-up photography of the products, shown near relevant accompaniments, which Springetts says looks to communicate ‘roastiness’ and ‘foodiness’.
The consultancy says, ‘The immediacy of the shots is enhanced by the addition of gravy drips/pouring custard – giving consumers the feeling they are looking at freshly plated up meal, ready for them to tuck in.’
The designs are rolling out from now.