UK Packaging Awards 2011 winners: Best Re-Packaging of a Brand

SHORTLIST

• Ardagh Group – Crabbies Ginger Beer
• Crown Food UK & Ireland – Flahavans Irish Steel Cut Oatmeal
• Logan,Roberts,Windett Design – Rebranding Whittard of Chelsea Teas, Coffee and related merchandise
• RPC Containers – SunPat Peanut Butter
• Smith & Milton – Crabtree & Evelyn Fine Food Range
• Unilever UK – Rexona (Sure) for Women Relaunch

2010 winner: Smith & Milton: Bulmers Woodpecker Cider

2009 winner: Honey Creative: Spicentice

Click here to return to the UK Packaging Awards 2011 winners page

LRW Design: Whittard rebranding

To coincide with the 125th anniversary of Whittard of Chelsea, Logan Roberts Windett Design was handed the task of redesigning the tea and coffee packaging as well as applying the new graphics across all collateral. Central to the new branding is the ‘W’ logo, which is becoming an iconic and recognisable mark. Cartonboard packs, meanwhile,feature finishes such as embossing and matt and gloss UV for a tactile richness. Large display caddies were also used for loose coffee and tea giving the stores a visual impact and the re-branding will roll out to over 700 products. For one judge, the “clean and classy” look pulls strongly on the brand’s classic British heritage. For another the “strong branding”
was “well executed across the range”.

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Crown Food Europe: Flahavans Irish Steel Cut Oatmeal

The brief for Crown was clear – the pack needed to be super strong at delivering a number of unique cues including heritage, tradition and the product’s creaminess. The brand used metal packaging and high quality decoration to meet the tradition and heritage demands. Shelf presence was achieved by a “confident use of strong colours and imaginative fonts”, according to one judge, while another noted the pack’s ability to be reused and another commented: “Heritage-obsessed Americans will love it.”

Best Repackaging of a Brand’ is a challenging category. It’s not simply about refreshment but seeks to readdress a potential consumerbrand disconnect and involves a level of thinking beyond superficial ‘fixes’ and a thorough comprehension of demands, expectations and perspectives from both brand owner as well as consumer standpoints.

It’s hard work, perhaps more so that starting with a clean piece of paper the success of which will be judged by increased on-shelf presence, a more engaging consumer experience and ultimately measured by increased sales at the till.

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