OLD Packaging BEFORE Revamp
Chivers is a well know reputable brand with considerable Irish heritage. Consumer research has shown it to be perceived as a trusted and respected Irish household name.
The seasonal Chivers ranges, sold all year round, were seen to be underperforming with weak on shelf presence, poor brand impact and market research demonstrated that consumers perceived the packaging to be a bit fussy, cheap looking and lacking clarity.
The challenge was to give the new packaging a fresher more contemporary relevance and create more shelf impact with a feel that was deliciously premium and looked slightly seasonal but not overtly so, allowing for it’s retailing all year round.
The Mincemeat and Cranberry packaging revamps required their rejuvenation and reassertion as a premium brand offering; delicious, high quality, high fruit content with a personality that is warm, approachable, engaging and conveys expertise in the making process.
The new packaging needed to have a premium contemporary edge mixed with the traditional associations of products of this kind. It also needed to ensure strong distinction between the Mincemeat and Cranberry product ranges while allowing for an overall seasonal range cohesiveness.
A crisp looking seasonal range which worked separately as a both mincemeat range and cranberry sauce range or as a combined offering using simple graphics with clean uncluttered photography to support the culinary message.
Good on shelf impact with strong brand presence reaffirming Chivers place as a bastion of the delicious Irish home cooked or baking experience.
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