This Way Up were challenged to modernise and refresh the iconic Branston Pickle to celebrate its 100-year anniversary. With an ever changing and innovative condiment category, Branston was losing relevance and risked being forgotten.
In order to modernise this iconic brand, we created a simplified identity, whilst retaining the distinctive assets of the bell jar and gold lid. We stripped back the dated primary colours, the bevelling and vignettes and injected modern ‘foody’ colours. We inverted the banner on pack to be prouder and bolder, which now houses the renewed brand logo. Below the banner a subtle smile engages consumers and captures the hit of tangy happiness that only Branston can deliver. The new identity has been developed to attract a younger audience whilst ensuring we maintain core loyalists.