The consultancy says it has ditched the previous ‘pastoral’ look for the packs, which featured a grassy landscape with birds, in favour of a ‘vintage’ look, which Holmes & Marchant says will ‘emphasise the quality of the products’.
Under the new branding look, the packs have retained their racing green and red colour scheme, but now use a ‘seal of quality’ device featuring a redrawn Pork Farms logo.
John Mathers, managing director at Holmes & Marchant, says, ‘The new design for Pork Farms has created a unique look within the category, which really helps it stand out on shelf. The seal device has allowed us to create consistency across the entire range.’
Andy Napthine, head of marketing at Pork Farms, says, ‘For this redesign we wanted to go back to our roots. We know the brand is loved for its traditional values and there’s a lot of positive sentiment and nostalgia for Pork Farms’ products among consumers.’