Springetts rebrands Pork Farms pastry packaging

Design consultancy Springetts has rebranded the packaging for UK savoury pastry brand Pork Farms.

The new identity for Pork Farms is the result of a brand and category review which revealed that consumers find products overly similar, and that they buy savoury pastries on ‘auto pilot’.

The designs, which will be launched across the range in March, emphasise the idea of ‘happy food’ that can be enjoyed socially, and aim to make the Pork Farms brand stand out on the shelves.

The new packaging uses natural colours and sociability cues, under the tag-line ‘Get Together with Pork Farms’.

Pork Farms general manager Nigel White has commissioned the work to modernise the brand and educate shoppers about the different products within the range.

White says, ‘We need to communicate more clearly the natural, wholesome food values that Pork Farms represents.’