The challenge was to strengthen the brand, to imbue meaning and personality over and above the functional attributes of the products, whilst establishing a clear portfolio architecture and simplified pack communication hierarchy that will form a strong platform for coherent innovation.
The outcome introduces a subtle sense of the brighter side of everyday family life, which drives distinctiveness and emotional connection at a brand level. The new architecture aids navigation at fixture whilst creating greater range consistency and brand impact within a cluttered and price-driven market place.
Paul Taylor, executive creative director, BrandOpus, comments, “The new design introduces a fresh, playful and light-hearted touch to a brand that is a well loved household favourite. It is a pleasure to be involved in redefining Kingsmill’s presence in the category, we are excited to see the brand flying off the shelves in the very near future.”
Darren Grivvell, Director of Brands, at Kingsmill said of working with the agency, “BrandOpus have been great partners to work with. They are collaborative, strategic and what stood out most is their approach to using metaphors to create emotional brand world. We’re delighted with the outcome and looking forward to see the impact in-store. ”
The new identity and packaging is due to soft launch from the 18th May.