Scottish family butcher Simon Howie has refreshed its branding with a packaging redesign to reflect and communicate the core brand values of its product range.
The result of a detailed brand development project carried out to enhance further its burgeoning brand profile, the new packaging deploys a blend of evocative copy and imagery to engage with the target audience and to enable strong association with the Simon Howie brand.
The packaging sleeve has been softened from black to cream and textured to lend it a rustic feel, with all food photography shot in a farmhouse setting to give it a home-made quality.
The branding now features a black and white image of a boy running with sausages and his dog chasing him; a representation of a scene from Simon’s own childhood. The accompanying copy reinforces the intrinsic brand elements with Simon reminiscing about ‘the way things used to be’ when he was a boy enjoying his mum’s home cooking on the family farm.
Emma Loftus, marketing manager at Simon Howie Foods, said: “This brand development project seeks to take the Simon Howie signature brand a step further and progress the components that represent the brand – its heritage, tradition and innovation.
“Many of our products are intrinsically similar on shelf when compared with that of our competitors, but there are many points of difference that come from the Simon Howie business itself and can therefore be marketed as unique selling points. The focal point of the brand development project was to ensure these points of difference were communicated within the new packaging design and across all marketing communications.”
With the heritage of butchery and traditional craft skills at the core of our brand, the rebranding is designed to be evocative, confident, dependable, friendly, honest, wholesome and approachable, conveying Simon Howie blend of heritage, tradition and innovation.
The Simon Howie brand has achieved significant progress over the past few years and in October 2010 was recorded as featuring in position 26 in the Scottish brand charts, when only a few years previously it did not feature in the top 50.
For further information please contact Emma Loftus on Tel: 01764 684332
Issued on behalf of Simon Howie by Liquorice Media Tel: 0141 561 4018 www.liquorice-media.com
Date 13th July 2011