Bearfields - Family Delicatessen Meats
From East London deli roots to premium retail shelf
The Task
To create a premium retail brand for a family wholesale meat business established in 1907.
Bearfields had a strong heritage story, rooted in its East London deli origins, but needed a clearer identity that could work confidently across both retail and wholesale. The range also needed to communicate its key point of difference: chilled cooked meats made without nitrites.
The Idea
We built the brand around a balance of heritage, family and modern premium cues.
The identity was refined to feel more confident and established, while the packaging system created stronger shelf presence across retail formats. Deli-inspired details, clearer product hierarchy and a more cohesive visual language helped bring the brand’s story into a contemporary chilled category.
Beyond packaging, we developed a wider visual world for Bearfields that could carry through every brand touchpoint. This included website design, POS, exhibition materials and trade communications, helping the brand feel consistent whether seen on shelf, online, at events or within wholesale environments. This gave Bearfields a more complete and ownable presence, rather than simply a refreshed pack design.
The Result
A stronger, more premium brand with clearer shelf standout and a consistent identity across retail and wholesale.
The new brand world gave Bearfields a flexible platform for growth, supporting wider communications, new product development and retail expansion.
Bearfields is now stocked in over 200 Tesco stores and Costco throughout the UK.
