The initial phases of the project were to understand what the drivers were for each individual range. The grocery category is unique as there are so many differing pack formats, sizes and producers.

We were challenged to create bespoke identities for each range whilst still retaining the overall brand DNA. The use of carefully crafted typography bespoke illustrations and editorial style photography enhanced the proposition.

Pack formats and structures were challenged and enhanced where possible.

We ensured the finishes were in line with the brands premium positioning - utilising reverse printed uncoated board and matt laminates, soft touch and matt varnishes.

In the first six weeks sales from a standing start were averaging 4.5k per week.

There was no support material or advertising for the products from launch.

Sales were incredibly positive outselling the branded market leader Mr Men in store.