Client:
Malton Foods Limited
Project:
Wayfayrer Brand and Packaging Development.
Challenge:
Modernise a the brand with over 14 years of heritage to sit within a dynamic marketplace without alienating current core users.
Solution:
A fresh, modern brand and packaging – perfect for it’s position in the outdoor sector.
Packaging:
With the restriction of a generic pack and the need to overprint variant names, designing a strong and dynamic pack was a challenge. Following through from our development of the modernised and energised logo, we developed a deceptively simple design with enormous shelf standout.
Result:
Now with the BIG increases in sales following the launch the Wayfayrer brand is going from strength to strength.
Client quote:
“Hive not only understood our brand; they understood our consumers and created a pack that really delivered! Since its introduction we have seen an upturn in sales.”
Marketing Controller, Malton Foods
Consumer marketing:
To accompany the new identity we created a range of marketing materials. Powerful consumer ads, in-store posters, stickers and banners, as well as trade literature and product information leaflets.
NEW Range Extension 2011:
Following the success of the initial brand and packaging development. The range has been extended and New Self Heating Food Kits have been added to the product offering, which includes a heater pack as well as a meal, for instant hot food without the need for a stove. Perfect for the outdoor market.
The next step for consumer marketing:
A consumer flyer was also produced which was die cut with a euro slot making it easy to display in store right next to the Wayfayrer packs, this launched in 2011.
Trade promotion:
As part of the marketing campaign we produced a brochure for the trade. This introduced buyers to new additions to the Wayfayrer range, as well as giving helpful advice on category management. As part of the project we undertook a photography shoot for the whole meal range, focusing on quality and taste. We also carried out a lifestyle photography shoot to bring the product up to date with the rest of the outdoor market.
Find out more about our Packaging projects.
