While this offering is private label, Lidl sets out to build brands in store and as such this range does not carry the Lidl mark.
The range is a celebration of Scottish baking and encourages consumers to trade into the retailer’s own-label portfolio, widening the basket of high quality goods available, and thus contributing to and increasing the quality perception of the Lidl brand.
The brief was to create distinctive and desirable packs that capture the imagination, and which can compete with premium supermarket offerings.
Biles Hendry developed designs featuring illustrations of archetypal Scottish animals, such as a highland cow, blackface ram and mountain hare wearing traditional Scottish dress with human bodies, for the higher tier. The juxtaposition of the animal head and human body provides eccentricity and sense of fun rarely seen in traditional biscuit packaging, whilst imbuing the products with a strong sense of heritage and provenance.
The lower tier sees the quirky characters step aside but retains the ‘Glasgow school’, Rennie Mackintosh’esque background pattern details and features photographic serving suggestions.
The new range has been rolling out into Lidl stores across the UK since Autumn with range extensions reaching the stores in time for Christmas, and includes: Luxury Oat biscuits in Apple & Cranberry, Coconut & Treacle, Dark Chocolate Ginger and Sweet Oat variants; as well as Shortbread Rounds, Chocolate Chip Shortbread Rounds and Shortbread Fingers.
Source: Biles Hendry