Green’s

Sector:

FMCG food.

Explored:

Kerry Foods approached Path to rejuvenate their Green’s homebaking brand. Green’s is Britain’s number one homebaking recipes brand, and as such, is much loved. Horace Green established the brand in Brighton in 1907 as one of the first producers to offer ready-prepared homebaking recipes. Under siege in an increasingly beleaguered category, Green’s was suffering significantly in the face of own-label competition and freshly prepared bakery goods.

Designed:

The brand was radically reappraised to tackle its sales decline head on. A bold approach was taken with the placement of the brand mark with it positioned centrally on the pack, displaying the filled values of a notional Green’s cake. This was topped with a generous helping of high-appetite food photography, and tailed with compelling narrative text conveying the delicious values of specific products. The strong branding was also designed to withstand the necessary integration of very bold licensed graphics, such as Thomas the Tank, displayed in the kids range.

Realised:

The artwork production of the entire 47 SKU range was handled by PathWork; our specialist production offer within the Path group. Primary carton packaging, related photography and a range of ancillary promotional items were developed. Along with these activities, a comprehensive set of identity guidelines was developed.

Its launch in 2009 saw an immediate 9% sales increase and since then has continued to grow from strength to strength.