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From sausage maker to meal creator | #BehindTheBrand

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Richmond sausages recently announced the launch of its brand-new packaging by brand identity agency Bloom. The new design incorporates top-down, modern photography to inspire shoppers with recipes and show the many ways “the Nation’s Favourite brand” can be served at mealtimes.

The evolved visual design retains Richmond’s instantly recognisable green rolling hills and rich colours, but now with more warmth and depth in design. Sweeping banners provide a modern touch whilst ensuring differentiation between products, while the iconic Richmond house has been reimagined with more detail, now incorporating the brand’s “Nation’s Favourite” status clearly on pack.

To dive a little deeper into the rebrand, we spoke to Michael MacNaughton, Creative Director at Bloom.

What was the brief for the rebrand?

Richmond had big ambitions. We were asked to help shift the brand from a sausage maker, to a meal creator. This meant a flexible identity promising delicious family mealtimes across a wide range of food types and occasions – from meat free to snacking. 

On-shelf Richmond needed to present itself as a Nation’s Favourite, with something for everyone, to suit every palate, mood and appetite

How did the initial pitch/brainstorming phase go?

These briefs are balancing acts. We needed to maintain recognitisuston, but make people see Richmond through fresh eyes. To find the sweet spot we use a multi-disciplinary team, all answering the brief from different angles.

Strategists, cultural experts, illustrators and graphic designers all played a part, not to mention our brilliant CS team and collaborative client team who kept us on-track. 

Describe the purpose of the brand and its target audience

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Richmond is the heart of the home, and exists to bring people together – living, laughing and reconnecting whatever the occasion. It deeply understands today’s busy families, the emotions that drive mealtime moments, and the parents who make it all happen.

What was your thinking behind the rebranding solution?

This was a strategic redesign so the creative team worked closely with strategy to reach a solution. It’s how we love to work – back and forth sharing thoughts and ideas.

So once the strategy team had come up with an approach to range architecture, we knew we needed an idea that would flex across a growing portfolio, whilst being clear enough to keep a level of masterbrand consistency. The creative was rooted in the idea ‘Bringing Richmond Home’ -  the joy, warmth and comfort of our home, brought straight to yours. 

We maintained the familiar country hills, but re-illustrated them with a fresher, bolder style and colour palette. Top down food styling brings in the warmth and realness of the product, taking you to that modern yet nostalgic and tasty meal time moment at home.

We reworked the house icon and word marque to make them more real, approachable and dimensional. Little details such as the steam coming out of the chimney to reveal the Richmond’s ‘R’, add a sense of joy and wit to the design. 

Did you learn anything new during the project?

It’s so easy to take everyday FMCG brands for granted. We discovered a lot about Richmond’s priceless heritage. It’s a privilege to work on a brand that’s been loved by so many. 

What was the biggest challenge? How did you overcome it?

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The biggest challenge was creating a design system that made choosing easy, without diluting the masterbrand power. It also needed to allow for future NPD. The design has a strong structure to maintain consistency, but it can easily accommodate new messages – food photos, flashes, benefits and banners.

What kit/tools/software were used to create it?

Adobe, Cinema 4D. 

What details are you most proud of any why?

Finding an ownable and recognisable photography style, with servings that are inclusive above all. I also love crafted details like the smoke coming out of the chimney to create the ’R’.

What visual influences fuelled your solution?

There are a few different inspirations working in harmony – the soft rolling hills of Ireland, the unmistakable look of a homecooked meal and the pride of a family moment well done.

What do you hope it achieves for the brand?

The moment of truth is on-shelf – we hope our new design proudly grabs the attention of supermarket shoppers all over the UK.

What would you do differently if you could do it over again?

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It’s always tricky balancing the idea with the range system because it demands using both sides of your brain. We started with ideas (the creative brain), then explored the system (the logical brain). I wish we’d pushed ourselves and done both together 

Credit list for the work?

We worked with a range of talented creatives. 

Design team – Michael MacNaughton, Jonny Harris, Lottie Peterson

Client Services – Danica Lopez, Kylie Arthur, Chloe Walton

Strategy – Katie Webber, Ishbel Lohman

Creative Visualisers – Stuart Witter, Toby Hunt, Kayvon Palangafkan

Illustration – Toby Atkins, Wiktoria Radkiewicz 

Photography – Howard Shooter

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