Brand identity agency Bloom has revamped the packaging for Richmond.
The new design is aimed to build on the brand’s heritage in a contemporary and emotive ways. Richmond, owned by Pilgrim’s Food Masters, has developed its brand beyond pork sausages over the last three years.
According to Bloom, the evolved visual design retains Richmond’s recognisable green rolling hills and rich colours, but now with more warmth and depth in design. The agency added that “sweeping banners provide a modern touch whilst ensuring differentiation between products, while the iconic Richmond house has been reimagined with more detail, now incorporating the brand’s ‘Nation’s Favourite’ status clearly on pack”.
Jonny Harris, design director at Bloom, said: “Our focus was to evolve Richmond’s brand identity into a vibrant and modern visual space whilst creating a new range navigation system that is fit for the future. Our design and illustration team developed a world filled with craft and pride, bringing to life Richmond’s rich Irish heritage and a sense of rural freshness. The whole range has been updated with a suite of new assets and modernised photography, and the result is a new identity full of meaning that instils a sense of belonging and a warm welcome.”
Chris Doe, marketing controller for Pilgrim’s Food Masters added: “We are thrilled to show off this new packaging for Richmond; the first strategic redesign we’ve undertaken in more than five years. The growth and maturity of the Richmond brand has been astounding – we’re now as famous in meat-free as we are in pork sausages. This new, modern design marks the start of a new era for us and is more reflective of where we are now as a brand. It’s an exciting time as we continue to launch into new categories, and this design supports us by providing a contemporary, cohesive look and feel. We’ve also taken the opportunity to make our packaging more sustainable, ensuring this refresh matches our goals as a business.”
Source:
https://www.packagingnews.co.uk/design/bloom-redesigns-identity-for-richmond
