Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: Mizkan Euro
Location: London, UK
Packaging Contents: Pickled vegetables

Haywards ‘veg with edge’ brand revamp gives the humble pickle real punch and personality

The UK’s favourite pickled veg brand Haywards is set to cause a real stir in the pickled veg aisle as it reveals its punchy new brand identity and packaging design by Bulletproof. The design agency was appointed by brand owner Mizkan Euro following a three-way creative pitch back in July 2014.

Bulletproof comments: “We wanted to invigorate an old fashioned and traditional category dominated by private label by pushing boundaries and positioning the Haywards brand as the ‘Masters of Pickle’. Haywards pickled veg has a loyal fan base of older consumers, who have grown up eating it, however research showed that consumers didn’t understand the flavour profiles and strengths of the various products in the range. Our challenge was to create a bold and flavour-centric design to entice younger consumers to trial the products – all without alienating existing consumers.”

As part of its strategic process, Bulletproof developed the ‘Tongue-tastic’ creative platform to capture the sharp, cheek-sucking, eye-popping flavour sensations of a Haywards’ pickled vegetable – ‘the veg with edge.’ From this, the creation of a bold design would emerge – a visual interpretation of a ‘flavour punch’ that is striking, impactful and promises to smack taste buds squarely in the face.

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via Packaging of the World – Creative Package Design Gallery