2011 Spotlight on Springetts
Eggs growing into quiches
Following the creation of the multi award-winning brand ‘the happy egg co’’ (now worth £60.5m), its creators Springetts Brand Design Consultants worked with owners of the brand, Noble Foods, to extend its success beyond the shell eggs category last year. The brand launched a range of quiches with new designs from the Springetts team, with the premium quality products (Maple Cured Bacon & Mature Cheddar, Smoked Salmon & Fresh Spinach) being rolled out towards the end of last year. “The new designs transfer the strong brand philosophy and identity
established on its egg packaging into a different category, while keeping the brand’s husbandry credentials at the heart of the product offering,” says Springetts’ MD, Andy Black. “Complemented by various sustainable or ethically farmed ingredients, the new range of quiches retain the brand’s personality and ethos but extend them to a wider audience, making it easier to convert to free range.” Springetts is an independent UK based international design agency, which has worked on brands in a wide variety of catergories for over three decades. Recent work has included projects for Weetabix, Baxters, Ocean Spray, Findus, Silver Spoon, Astonish, Tracklements, and Bernard Matthews. The agency has also worked with Young’s, Options, McCoy’s and Yoplait.
Egg and soldiers
Eggs for Soldiers was a new free-range eggs brand created and developed by Springetts Brand Design Consultants and launched by Noble Foods last year. Springetts had the idea to use eggs, a commodity bought on a weekly basis, to help raise awareness of the Help for Heroes charity through brand association. The brand’s name – Eggs for Soldiers – pointed to a usage suggestion (boiled eggs and toast ‘soldiers’), whilst also communicating its charitable intent, with15p from every pack being donated to Help for Heroes. The designs for the new brand used a confident colouring, which delivered strong shelf standout, with the woollen weave image giving natural cues, as well as a hint of military uniforms. “We created the egg medal icon to provide an emotional centrepiece for the brand, rooted in its partnership with Help for Heroes,” says Springetts MD, Andy Black.
Springetts has a Crush-a
The Silver SpoonCompany re-launched its Crushamilk shakemix brandwith new designs fromSpringetts Brand Design Consultants last year. The range of nine SKUs, including a Vanilla Ice CreamLimited Edition, were rolled outmid-2011. As part of the project, Springetts helped develop the new strategic positioning for the brand of “mischievousmixology”, aimed at a slightly older age group than before (7-11 year olds). “We created the cat icon to provide an emotional centrepiece for the brand, rooted in its partnershipwithmilk,” says Springetts Managing Director Andy Black. “Recentlywe have further developed his persona to add more attitude andmischief in order to drive appeal to a broader age group.”
Springetts, 13 Salisbury Place, LondonW1H 1FJ
all@springetts.co.uk I
www.springetts.co.uk I Tel: 020 7486 7527
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