Hive Manchester office in MediaCityUK


packaging redesign

Wayfayrer Outdoor Meals

Hive have worked on the marketing and packaging for Wayfayrer brand for over 10 years. The partnership has continued to be successful and over that time the brand has continued to grow and evolve. Wayfayrer is the market leading outdoor food brand and was recently endorsed by the Duke of Edinburgh’s Award. Incorporating the new endorsement provided the perfect opportunity to refresh the packaging. So continuing with our successful partnership, Hive were approached by Wayfayrer to carry out the packaging redesign.

Since the last refresh the packaging was in need of a revamp. The aim was to keep the brand looking dynamic and to continue leading the market. For the packaging redesign we wanted to focus on emphasising the lifestyle the product offers. Secondly, we focused on improving the differentiation of the meal variants on shelf. Particularly as 4 additional variants were to be launched with the new packaging.

Modernising the packaging of a brand with over 23 years of heritage presented challenges. These were met and surpassed, resulting in a design that exceeded the client’s expectations.

The new striking design was achieved with a number of changes across the pouch and label design. The range consists of a total of 17 variants of meals, including breakfast, dinner, and pudding. The new DofE endorsement was incorporated prominently on the front. The new design brings a lifestyle-based feel to the packaging. This was achieved with the use of a photographic background image of the countryside and lifestyle photography.

A striking change is the large, bold typeface used to differentiate the meal variants. This is further emphasised with the use of colour as a point of difference between the meal types. Orange, teal, and purple colour coding was used for breakfasts, dinners, and puddings. This pop of colour on the label designs really helped to lift the packaging off the shelf!

The back of the pouch has been completely overhauled with lifestyle photography, and making better use of the space. The refreshed design features redesigned icons and clearer usage instructions for the consumer.

The end result is a range of stunning packaging for all 17 meal variants that sits fantastically within the outdoor marketplace.

Why not take a look at a slice of history and view our original design on our blog.

What did the client have to say:

Hive not only understood our brand; they understood our consumers and created a pack that really delivered! Since it’s introduction we have seen an upturn in sales.
Marketing Controler, Malton Foods

Get in touch

If you would like to find out more about our packaging please contact us.

pouch & label, design & artwork

packaging developmentpackaging development