Following the success of their packaging redesign for Green’s kids range, London design agency SO Creative were delighted to be asked to rebrand Green’s itself and roll it out over their entire home baking range consisting of 24 products.

SO Creative’s brief was to re-position Green’s in the minds of consumers and increase affinity for the brand by giving Green’s a personality, evoking the heritage of the brand (since 1907), and dialing up the quality cues.

This brief was not without its challenges. The existing packaging design (seen to the left) was quite kidcentric with no quality or heritage cues and in our minds a drastic change was required in order to answer the brief. Initially this caused much internal discussion as we pondered over exactly how we could answer the brief AND retain the required brand recognition.

Creative Director Jo Stedman comments… “we carried out extensive research to identify how far the brand could be moved on whilst ensuring existing customers were retained. The challenge was simplified upon the discovery that the existing green brand colour was enough to aid recognition and was unique to the category. This left the door wide open for a completely new look and feel”.

Inspired by traditional enamel signage the new logo communicates the heritage of the brand effectively, whilst the contemporary, mouth-watering photography against a clean white backdrop gives the brand a modern and fresh look and feel.

Emma Calder, Senior brand Manager for Kerry Foods is delighted with the results….”On the back of the success of the kids range, I then asked SO Creative to look at how we could re-brand Green’s and then roll out new packaging across the entire baking range.  The new packaging has been very well received by the trade and consumers, resulting in increased listings and sales. This project is about to launch – on time and on budget.  I recommend SO Creative with the highest conviction.”