London design agency SO Creative is helping much-loved home baking brand Green’s reposition itself. The vibrant and fun packaging design for the kid’s range is now listed in several major supermarkets including Asda and Tesco. With Asda already reporting a 23% increase in sales.

The newly launched range draws heavily on Green’s portfolio of licensed products including Barbie, Tom & Jerry, Dora and Thomas the Tank Engine.

SO Creative’s brief was to redesign the existing packaging (seen to the left) to give much greater visibility to the licensed characters. It was also important to communicate the added value of the packs clearly (stickers and activity sheets) as this was a key differentiator within the category.

SO Creative Director Jo Stedman comments “We understood from the outset that the kid’s range needed to be all about the characters and not the Green’s brand itself. Our challenge was to devise a template that would give consistency and enough flexibility to be effective with any number of diverse character styles. The new look is bold and impactful; designed to grab parents and kid’s attention alike.”

We also worked with specialist children’s agency B3 Creative to make further changes which included character themed worksheets to match the licensed product and collectible sticker sheets in packs which aim to keep children entertained whilst baking.

The re-launch will be supported by in- store promotions and a marketing push over the coming months with the aim of communicating Green’s positioning as a fun family brand that helps bring people together.

Emma Calder, Senior Brand Manager at Kerry Group commented “It has been a real pleasure working with SO Creative who have demonstrated an intuitive understanding for our consumers. They have shown excellent attention to detail and demonstrated tremendous drive to do a quality job under extremely tight deadlines. The new packaging has been extremely well received by trade and consumers alike, with Asda already reporting a 23% increase in base sales.”

Following the success of the children’s range, SO Creative have just completed an overhaul of Green’s adult home baking range consisting of 22 products.

The re-launch will be supported by in- store promotions and a marketing push over the coming months with the aim of communicating Green’s positioning as a fun family brand that helps bring people together.

Emma Calder, Senior Brand Manager at Kerry Group commented, “It has been a real pleasure working with SO Creative, who have demonstrated an intuitive understanding for our consumers and the communication/creative style we wanted to project for our new packaging launch. In particular, they have shown excellent attention to detail and demonstrated tremendous drive to do a quality job under extremely tight deadlines. They are very easy to do business with and a pleasure to work with. Based on the quality of service to date, I will be proactively recommending SO Creative to colleagues in the future“.

SO Creative have just completed rolling out the new brand over Green’s complete range of products. See the results here!