Case Study: Lovedean Granola
Lovedean is a specialist foods company offering premium quality granola using only the finest ingredients, inspired by a homemade recipe. When the company approached Naked Ideas their goal was to create a brand synonymous with the luxurious quality of their breakfast cereals.
Keen to supply to a wider consumer-base, and as part of a planned business expansion, Lovedean came to us prior to embarking on a marketing campaign to try to encourage major food retailers to stock their products. At the time they were already being stocked in niche high-end retailers such as Selfridges and Fortnum & Mason, as well as smaller rural outlets such as local organic farm shops etc. Supermarkets were the natural next step but they were concerned their existing brand identity might hinder their chances of success. They sought a revitalised brand identity and packaging that communicated the sophistication and luxuriousness of their products, that would set them apart as offering a superior product to those of their competitors.
We started by working very closely with Lovedean, on some days from within their own offices, to gain a real appreciation for the ethos of the company. We used our findings to inform the design solution. Focusing on the theme of ‘food from the heart’, we used a heart shape outline as the basis for both the packaging design as well as a newly designed brand identity. We chose traditional serif typefaces and a rich colour palette of black paired with luxurious coppers, golds and metallic foil shades to add a sense of quality, refinement and sophistication. We rewrote the packaging copy to reinforce an aspirational 'brand voice' through the tone and style of the wording.
We created a sumptuous brand that conveys luxury, indulgence and quality. The new identity was then applied across both their product packaging and other printed stationery and marketing materials. Since their re-brand Lovedean have achieved their goal winning contracts with UK major supermarket chain Waitrose in 2009 and Sainsbury’s in 2010. The business continues to grow today.
Branding . Design for Print . Packaging design . Copywriting . Photography