Sales totalling almost two million pounds a month are being partly put down to a package redesign undertaken by the Edinburgh office of a brand design consultancy.
The Pomegreat range of fruit drinks has been given a packaging makeover by Elmwood Edinburgh and one of the two clients who commissioned them says the redesign has not only exceeded expectations but has contributed towards “fantastic sales over the summer”.
There are three flavours to Pomegreat – original, blueberry and raspberry – and it can be bought at various stores in the UK, including Tesco, ASDA, Waitrose and Sainsbury.
Elmwood’s brief was to “build on the success of the current packs, maintaining differentiation but injecting a strengthened personality and tone of voice”. The commissioners were RJA Foods and charterbrands.
The brief also sought of the new look a way of attracting 25-to-45 year-olds, while ensuring existing drinkers were not put off.
Says Glen Gribbon, brands realisation director of charteredbrands: “Elmwood really exceed our expectations. I think they [the packs] are a step change in terms of what we communicate and a sensible development on the pack that has helped us to almost two million pounds sales per month.
“We have already enjoyed fantastic sales this summer and are very excited about the rest of the year. With the new packs in store, a robust supply chain, some great PR stories and a major UK advertising campaign due to break in September, all the elements are in place for another significant increase in sales.”
Elmwood describes itself as “a multi-disciplinary brand design consultancy”. It has offices in Edinburgh, Leeds, London and Melbourne, Australia. It employs around 65 full-time staff, the majority of whom are designers and writers.
Clients include ASDA, Nike, SMG, NCR, McCain, Durex, Boots, Intelligent Finance, Scottish Water, BP, BT and HBOS.