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The Brief
Home baking is a trend on the rise in the UK thanks to popular television shows and social media sites such as Pinterest and Instagram.

Premier Foods identified an opportunity for a new artisanal home baking range in partnership with baking celebrity, Paul Hollywood.

Our brief was to create a visual identity for the new brand that would create cut-through in a busy, difficult-to-shop aisle as well as empower consumers and make them feel more confident in their baking.

The Solution
Working with the idea of ‘accessible artisan’, Visual Planning included competitor and parallel category audits as well as identifying best practice examples of other accessible artisan brands. The design codes established at this stage became important in the design phases as we wanted to stand out against competitors, yet provide reassuring foodie cues too. A brand architecture piece identified a master brand approach to the range, enabling simplicity of naming and maximising shelf impact.

Given Paul Hollywood’s status as one of Britain’s most loved bakers combined with the neuroscience theory which suggests that we prefer things that feel human, we chose to demonstrate the ‘personal touch’ in a subtle, crafted way. Duotone photography, use of Paul’s signature first person tone of voice and even the layered ‘patchwork’ style of the design conveys a sense of human imperfection.

Attention to detail was demonstrated in every aspect of the design from the choice of colour palette, typography, use of quality codes such as the stamp and even down to the bar code. All of which reinforce the brand’s artisanal qualities. What’s more, these details convey investment and care from both Paul and Premier Foods - associations that are transferred to the product itself and act as a core point of difference.