RICHMOND has announced the launch of new packaging to be rolled out across its entire portfolio.
The redesign is said to mark a ‘significant’ moment for the brand, which has developed its reputation beyond pork sausages in the last three years.
Richmond explained the evolved design builds on the brand’s ‘strong heritage’ in a ‘contemporary and emotive’ way, whilst retaining ‘instant recognisability’ on-shelf for families as the company continues expanding into new categories and formats.
Created by brand identity agency Bloom, the new design is described as incorporating ‘top-down, modern photography’ to inspire shoppers with recipes and show the ways the brand’s products can be served.
The visual design retains Richmond’s green rolling hills and ‘rich’ colours, but now with ‘more warmth and depth’ in design. Sweeping banners provide a ‘modern touch’ whilst ensuring differentiation between products, while the ‘iconic’ Richmond house has been reimagined with more detail, now incorporating the brand’s ‘Nation’s Favourite’ status clearly on pack.
Chris Doe, marketing controller at Richmond’s parent company Pilgrim Food Masters, said, “We are thrilled to show off this new packaging for Richmond; the first strategic redesign we’ve undertaken in more than five years. The growth and maturity of the Richmond brand has been astounding – we’re now as famous in Meat-Free as we are in Pork Sausages.
“This new, modern design marks the start of a new era for us and is more reflective of where we are now as a brand. It’s an exciting time as we continue to launch into new categories, and this design supports us by providing a contemporary, cohesive look and feel. We’ve also taken the opportunity to make our packaging more sustainable, ensuring this refresh matches our goals as a business.”
Johnny Harris, design director at Bloom, added, “Our focus was to evolve Richmond’s brand identity into a vibrant and modern visual space whilst creating a new range navigation system that is fit for the future. Our design and illustration team developed a world filled with craft and pride, bringing to life Richmond’s rich Irish heritage and a sense of rural freshness. The whole range has been updated with a suite of new assets and modernised photography, and the result is a new identity full of meaning that instils a sense of belonging and a warm welcome.”
