Brand Management - Corporate, Food & Drink
Design Portfolio: Brand Development & Brand Management
BRAND DEVELOPMENT : Buccleuch Estates
A vital ingredient in bringing this new brand – and first of its kind in Scotland - to market was to capture not just the heritage of the Duke of Buccleuch’s name but also to convey the provenance of its products. The products being a range of specially selected speciality foods would only be sourced in around the Buccleuch Estates in the Scottish Border regions further adding provenance to the offer. This positioning is underpinned by visualising Drumlanrig Castle on packs and to add further authenticity we researched and found the first Earl of Buccleuch’s signature and used his initial ‘B’ as the brand marque providing a scene setting story - more of which can be seen in our Brand Management section.
BRAND MANAGEMENT : Buccleuch Estates
Consistently telling the story, selling the scene - vital ingredients in the management of Buccleuch Estates Heritage foods range. Similar cues to the whisky market were employed to ensure that positioning and provenance hierarchy on pack gave the Buccleuch range the distinctive ‘pick up and browse’ shelf presence required for the Speciality food market.
BRAND DEVELOPMENT: Buccleuch Heritage Hardwood
Having previously developed Buccleuch Estates heritage food brand, developing a ‘sister’ brand for the commercialisation of their forestry activities could have been considered a straightforward evolution.
However, given the vast array of activities and the overall level of intended investment from forest management and saw milling to preparing a wholesaling timber products to retailing bespoke furniture, it was important that both ecological and commercial aspects were considered as part of the brand’s core values.
Given this the brand had to work at a number of levels - as a simple ‘branding’ device on product through to encapsulating the more complex issues of environment and sustainability as well as positioning the ‘high end’ bespoke furniture with the right level of visual and verbal cues to suit its position in that market.