The RNLI has been selling locally sourced food for around 20 years, with all profits from the sales going towards the charity. The range features products including chocolate, sweets and biscuits.
Supafrank was appointed to the work towards the end of last year following a pitch, according to consutlancy co-founder Vicki Turner. Supafrank was briefed to create new packaging that would evoke the feeling of ‘beautiful days by the sea’.
Steph Conley, buyer at the RNLI, says, ‘We wanted a seaside design that would appeal to a wider range of customers and that would be a personal purchase as much as a gift.’
The consultancy developed packaging with whitewashed backgrounds and bright, illustrative motifs, which were drawn in-house by Turner.
Turner says, ‘Having been brought up by the sea in Devon I wanted to help evoke the memories of the beauty, charm and magic we all feel at the seaside. We chose to illustrate nostalgic scenes and playful elements that are simple, positive and coherent across the range.’
The new packaging is rolling out to 140 RNLI shops across the country.