In the first episode of High Street Dreams, which airs on 10 May, Pearlfisher creative partner Jonathan Ford leads the rebrand of Mr Singh’s chilli sauce range, which was founded in 2008 by an East London family. Pearlfisher attempts to transform the sauce, whose original on-pack graphics were created by the father of the brand’s co-founder Kuldip Singh Sahota, into a supermarket contender.
’We were gobsmacked we got Pearlfisher, whose services we could never have afforded,’ says Sahota. The first instalment of High Street Dreams will also feature an eightstrong Blue Marlin team led by global creative director Martin Grimer. The consultancy is working on Roland and Miranda Ballard’s farmers’ market beef brand Muddy Boots (pictured).
Both Muddy Boots and Mr Singh’s are now working independently of the show on websites to promote their revamped brands. Mr Singh’s has appointed Design Forensics, while Muddy Boots is sticking with Blue Marlin.
Also featuring in the four-episode series are Identica chief executive Franco Bonadio and managing director Richard Morris, who worked on children’s yoghurt drink brand Nutri-yum. Interior and fashion designer Ben de Lisi will also appear on the show, which is co-presented by Jo Malone.