Design Portfolio Background
Food Branding: Highland Game
Solution
Venison is a niche product, the two main factors to this being a lack of consumer knowledge about the product combined with it being perceived as a seasonal offer.
In simple terms our brief was threefold:
- To develop pan-European packaging for 3 Venison ‘cuts’
- Educate ‘on pack’ the product strengths and versatility
- Ensure brand consistency
Our approach in developing a pan-European feel was to ensure there was a balance between visual ‘impact’ and ‘information’ that would appeal to the cultural differences of consumers across the Continent.
Important too, given that Highland Game are a small player and as such have a limited marketing budget, was to maximise the pack’s shelf presence to both ‘show’ and ‘tell’ on pack in the most appealing way possible.
The resulting minimalist and predominately monotone feel has a strong branded look with mouth-watering product and background environmental photography, suggesting both tastiness and naturalness. These elements combine with ‘easy-read’ value statements and product window giving the presentation the right balance of key-note elements and crisp fresh appeal.
“Having successfully captured the speciality food and gift market our next goal was the multiples sector - both here in the UK and into Europe. We knew our product was of the highest quality and needed new packaging to reflect this and provide on shelf appeal to the consumer. Since launching the range in the latter part of 2005, we’re already selling through Tesco and Morrisons here in the UK and are achieving penetration into the multiples in France, Germany, Denmark and Iceland, to name a few - and with more in the pipeline!”
Christian Nissen, Managing Director Highland Game.