Kerry Foods’ Wall’s brand has launched a range of savoury pastries, with packaging designed by Ziggurat Brands.
The range is the first in a line of new product developments planned for 2009 that the London packaging and branding consultancy is working on.
Wall’s foray into pies and pastries is expected to place it on a par with brands such as Ginsters, though the intention is to make it more ‘foody’ than its garage forecourt competitors, says Ziggurat managing director Kellie Chapple.
She explains that the work is a follow-on from the Wall’s sausages rebrand unveiled in September last year.
The pastries packaging features an aubergine-coloured woodcut landscape depicting English countryside, suggesting the craft involved in baking the pastries.
The strapline ‘Full of filling’ describes the abundance of ingredients, according to Chapple, while traditional butcher’s ‘brown paper’ suggests authenticity and heritage.
‘Wall’s can go down the new product development route because it’s true to its brand. For me anyway, it’s a fabric brand, meaning it has been in the British heritage for a long time and produces quality products. It is not moving too far away from what it is good at, and it’s using the best cuts to build on that authenticity,’ says Chapple.
Ziggurat’s 15-month relationship with Wall’s can be traced back to Kerry Foods marketing controller Tim Barkey, who was previously at Tropicana, where he worked with the consultancy since 2003.