Working with the Birkett Mills team, we did indeed work on their master brand, but we also had the opportunity to work on their retail lines as well. First, we started with Wolffs. Having a strong brand recognition the team hesitated on making too drastic of a change however, they were changing from a box to a resealable bag—so we went all in for a complete overhaul.
We made small optimizations to the logo in further simplifying the mark without sacrificing impact. Another key component when it came to this line was the variety differentiation. Although the types were listed and color coated, many consumers based “the ones they buy” on the recipes on the front.
Not only did we develop a system of color call outs for each type, but we too were able to complete the food photography in house. With the help of the Birkett Mills team, we were able to choose relevant more approachable recipes that would hopefully appeal to a larger audience for trial.
Between the branding, the package design system and the photography, we still stop in our tracks when we see these on shelf!
