Brand & Packaging Design for Sandhurst Fine Foods
Category: Packaging Design for Food (Retail and Wholesale)
Historically, Sandhurst sold primarily through trade via its well-regarded food service lines, with limited direct-to-consumer sales through its factory outlet. As the brand moved into supermarkets, it sought to elevate its shelf presence and present itself as an artisan producer.
Challenge: Creating Packaging That Commands Attention
Despite significant investment in advertising to drive customers to the shelf, Sandhurst’s original packaging blended in with competing products, meaning shoppers often left with other brands. The challenge was to design packaging that not only stood out visually but also met legal and print requirements, conveyed product information clearly, and guided customers to the right jar.
Solution: Distinctive Design That Engages Consumers
We developed packaging featuring hand-drawn illustrations of ingredients to highlight Sandhurst’s commitment to quality. Colour coding was added to help customers distinguish between similar products, such as sun-dried and semi-dried tomatoes. On-shelf testing with the CEO confirmed the effectiveness of the concept, as customers repeatedly chose the new design over both competitors and existing Sandhurst packaging. The final logo and packaging system transformed Sandhurst into a recognisable brand, increasing its impact in both the food service sector and supermarket aisles.
Our designers specially commissioned hand-drawn illustrations of ingredients to convey Sandhurst’s dedication to quality produce.
Distinctive packaging and clever colour coding transformed Sandhurst into a recognisable brand, helping shoppers choose it over competitors on the supermarket shelf.
Sandhurst embarked on a major redesign of branding and logo with Mela Creative. We relied on their team to deliver logo and packaging designs and we were extremely pleased with the attention to detail and their consideration of our packaging constraints. The communication has been excellent and they really understand our business.”
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