Identity / Packaging / NPD / POS
The task was to evolve the brand identity and packaging to bring a greater sense of hand crafted ham and heritage. It was also important to present the ham with a contemporary freshness that was lacking in the previous packs which used predominantly dark colours and lacked enough product visibility. And, of course, to achieve consistency of brand and style across the range.
The existing packaging didn’t do justice to either the quality of this real Irish ham nor the traditional hand-crafted methods and recipes used to make it.
The new identity is fresh and confident and sits proudly against a hand-crafted texture with simple labels to hold product descriptions. Its straightforward handmade feel, rich burgundy and freshness combine to create a premium feel.
Since launch, the new packaging and effective marketing support has propelled the brand’s growth and stature in the Irish chilled meats category.