The Vegetable Crisp Company

Using family values to define a new brand and product category

Scope

Identity, change and strategy Direction planning / Purpose / Values / Stories
Growth and winning work Clarity and direction / Sustaining ambition / Brand idea / Brand communications 

Sector

Retail and Fashion

Background
Glennan’s Crisps was a small, family business producing vegetable crisps. Through years of successful growth, they had become one of a small number of vegetable crisp manufacturers in this sector, who found themselves producing crisps for ‘own label’ supermarket brands. This success was double-edged, in that it made them an attractive acquisition target. 

Brief
Glennan’s needed to build company’s value through their brand, by building a brand identity and profile, that moved them away from looking like a small, provincial company, to being known as a bona fide food brand. Whist their product was starting to get recognised by leading supermarkets, their packaging and brand identity lacked shelf presence and brand recall. 

Solution
Anecdotally, Glennan’s was becoming known as ‘the vegetable crisp company’. We chose to use this, by creating a brand name and personality that positioned the product more ‘upmarket’, whilst creating a new category as the only vegetable crisp multi-pack. Taking influence from the bold colours of the vegetables used, we created a strong family suite and confident colour palette, combined with elegant typography across the product range.