With an extensive, but little known range of own made sauces, stocks and condiments, Atkins & Potts were keen to establish their brand values and gain awareness. Mayday re-positioned and re-named the brand.
The brand was launched when the owners spotted a gap for premium cooking sauces. With excellent initial sales, they were optimistic about the future growth of the business. But despite extensive Farm Shop listings, buyers at Multiples were not listing the products.
Atkins & Potts decided to take their brand to the next level. Mayday introduced the name ‘DINE’ with a visual play on ‘Dine In’. Underscored ‘with Atkins & Potts’ to retain familiarity for existing customers. A rich aubergine background was used as a foil for elegant photography, to further support the brand’s premium positioning.
It’s a testament to the bravery of the owners that they were willing to make such a bold change. Dine is now listed in Aldi and Booths.
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