Transforming a traditional brand
Based in Radcliffe-on-Trent since 1906, Walter Harrison’s have been creating the highest quality bird feeds for over 100 years. The existing packaging really had stood the test of time driving sales in excess of £4m pa however recent changes in consumers buying habits and the rebranding of some of their competitors meant it was time for a facelift.
We were asked to work closely with the Pedigree marketing team to bring the range up-to-date whilst retaining the heritage and history that the brand has, the product had to stand out on shelf and it was important that we carried over the look and feel of the existing packaging, this was a subtle migration not a reinvention.
We developed and rolled out the new-look packaging to over 90 SKU’s from bird food and feeders to fat balls and bird boxes! We delivered a consistent brand that repositioned Walter Harrison’s at the forefront of the market sector.
Expertly crafting a brand that delivers high visual impact and increases customer engagement
We kick started the rebrand project with extensive market research, analysing competitors and the sector to understand how we could capitalise and ensure Walter Harrison’s was well positioned to enjoy the lions share of off the shelf sales. We created a range of initial concepts and mood boards, exploring multiple typefaces, colour palettes and design styles and created 3D renders to sit these in situ with other brands to review their shelf presence. Once we had selected the chosen concept we set about applying the design to a range of different cutters for the varying range of products.
“Stand-out packaging and a food for birds that everyone wants to have in their garden.”
PATS Telford Judges Comments
Repositioning Walter Harrison’s to the forefront of the industry with award winning packaging
The results are stunning, more retailers stocking the product, the marketing team have been busy with NPD so the range is bigger and sales are up 20%. Walter Harrison’s new packaging is literally ‘flying off the shelf’.
Best in class design agency!
“I’ve worked with the bubble team for over 18 years in various Marketing Roles, when I joined the Pedigree marketing team they were one of the first suppliers I wanted to bring on board. Bubble take such a pragmatic approach to every project, they really care and constructively challenge decisions if they don’t think its right. The benefit of having a full service agency enables them to support us with design, photography and digital activities.”
Brand Manager, Walter Harrison’s
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