Design Portfolio Background

Food Branding: Wicken Fen Wholesome Foods

Background

In the FMCG market especially in the growth vegetarian sector, Wicken Fen realised that the pack presentations were looking tired.

Issues

Broaden the appeal of vegetarian products without loss of the existing equity.

Solution

Creating the Identity - a refresh of the pack presentation.

Developing the Brand

Introducing a fresh ‘look and feel’ for the visual and verbal components such as both ‘serving suggestion’ and ‘ingredient led’ on pack photography to underpin the product’s origins.

Paul Weeks, Managing Director of Wicken Fen Wholesome Foods, comments:

We have been pioneering and producing vegetarian sausages for 13 years and steadily gaining market share, however in the fast growing ‘healthy/vegetarian; sector, our packaging looked dated. It didn’t do justice to our excellent award winning product.

I briefed Randak to create a new look for the packs which would convey taste and freshness with a contemporary look. They have delivered packs with a strong vegetarian appeal which look as good as our sausages taste.

Solution

Our rebranding and packaging for the Wicken Fen Sausage Range has created a totally bold new look for the product while staying healthily on message. Through a balance of mouth watering photography of the fresh vegetarian ingredients, innovative serving suggestions and strong branding the range has powerful shelf standout.