Lea & Perrins, a division of Heinz, will roll out the new packaging next month. Hornall Anderson UK was appointed to the project in July.
Lucy Fox, account director at Hornall Anderson UK, says, ’To re-engage existing users and drive awareness among new customers, we felt it was important to re-establish Lea & Perrins as a charming, vintage brand with a place in both history and the modern kitchen.’
She adds, ’This has been achieved by bringing back the historic factory image, the hare and partridge illustrations and enhancing the Lea & Perrins vibrant orange. A more modern twist to this traditional design has been achieved by bringing back an element of the previous bottle design’s pin-stripe.’
Lea & Perrins says the new designs will replace the current label, which has a black background with an orange box in the centre.
The new designs also feature Mr Lea and Mr Perrins on each of the top corners, which the brand says ‘reminds consumers of the heritage of the sauce’.
Consultancy Hornall Anderson UK was set up last month following a merger between US-based design group Hornall Anderson and The Core, which operated offices in London, Leeds and Hull.