ABOUT

Originating from Liverpool, Princes has been a household name in British homes for over 120 years. But with category and consumer attitudes constantly shifting, the rise of fresh and innovative cooking meant canned food was beginning to feel tired and old-fashioned. Our task was to re-energise the traditional brand and reframe perceptions around canned food, establishing it as the iconic cupboard staple for today’s modern family.

We built a fresh identity around the notion of pride. Princes has always been about pride in the food they provide, from can usage to quality of ingredients, but we needed to celebrate this with a more contemporary look and feel. The new identity reflects Prince’s positive personality, while reassuring quality through their rich heritage. Meals are at the heart of every family's day, so in these important moments we wanted them to feel good about the food they were putting on the table.

We introduced a new visual identity, symbolised by the confident illuminated letter P. Reimagined in a more contemporary way, the iconic lettering stands out, beaconing the familiarity and comfort that the heritage brand is known for, while bringing storytelling to the table. The iconic P, sitting alongside a bold colour palette – including a master brand blue, is flexible across different ranges, from fish to fruit, allowing Princes to comfortably operate across an enormous breadth of products. Stylistic fruit patterns and fish replaced its old-fashioned product images, breathing life and personality into the brand.