Classic British sausage brand Wall’s relaunches today, with a fresh emphasis on authenticity and provenance in packaging devised by Ziggurat Brands.
The new design retains the classic Wall’s logotype to maintain the brand’s heritage, but features a new heraldic crest to add a stamp of authority and history.
Ziggurat Brands managing director Kellie Chapple believes the Wall’s brand had lost its personality, and that by paring back its identity to the core values of ‘trust, goodness and reliability’, Ziggurat has managed to regain some of its original strength and confidence.
Traditional brown paper packaging and the use of idyllic British woodland imagery cements the brand’s desire to position itself as a producer of fresh, quality meat.
Juliet Cox, Ziggurat’s account director, says, ‘By moving the packaging from clingfilm to brown paper we hoped to leave behind the associations with processed food, [and move] towards something that builds more trust and integrity. Wall’s was first founded in 1786, so we were really just highlighting and building upon that expertise.’
These design elements, coupled with a new strapline, ‘The finest cuts’, allude to the skills and traditions of family butchers.
Wall’s approached Ziggurat to take on the redesign in November 2007, on the back of an existing relationship between the two companies.