UK Packaging Awards 2009: Best Repackaging of a Brand

SHORTLIST
Four Brand Communications
Heinz
Honey Creative
Tulip
Webb Scarlett deVlam

WINNER

Honey Creative: Spicentice
An “excellent improvement” and a “big leap forward” were just two of the compliments paid by our judges to Honey Creative’s new design for Spicentice. With sales up almost 40% in the seven months after the relaunch, London-based Honey achieved more than Spicentice had imagined when it decided its packs of herbs and spices, launched in 2005, were due for a redesign.

The repackaging, featuring a luggage tag-style information label, has improved Spicentice’s presence in key UK retailers – Asda has agreed to list three SKU units across the country, while Harrods approached the company directly.

Honey’s new structural design has also saved Spicentice a quarter of its material costs, reduced shelf-ready packaging by 50%, and saved 79 man-working days a year in packaging assembly time.

Honey’s triumph comes a year after it was highly commended in the Metal Packaging category for its work on the Harrods Opulence Tea Collection. 

HIGHLY COMMENDED

Four Brand Communications: Duchy Originals
Four’s work for Duchy Originals, Prince Charles’s organic food firm, encompassed much more than a first major packaging redesign in 10 years, as impressive as it may be. The Birmingham agency has created shelf stand-out, but has also put in place processes that will enable Duchy Originals to work better in the future, the judges felt.

As part of the redesign, Four dedicated one of the  pack’s side panels to communicating Duchy Originals’ commitment to sustainability, while printing on the reverse side of FSC board made the pack more tactile. One judge said the redesign had “cleverly and subtly refreshed a classic offer”.

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