In order to keep up with current tastes, brand trends and customer needs, it was necessary for the company to take the look and feel of the brand to the next level. The choice of colour and style is a reflection of what the target market is aspiring to and the new look and feel also allows the brand to showcase the different offerings in a more appealing and appetising manner. The consistency of the brand is also a major consideration, especially since it is starting to use the digital platforms to promote its various offerings and initiatives.
"The brief was open and exciting - to refresh and modernise the visual identity and create consistency in the applications," says Eureka Bos, creative director of NWC.
"We decided to go back to where pies originated - the kitchen - where honest ingredients, natural textures and everyday equipment became our inspiration. From here we developed textured backgrounds and colour palettes. Appetite appeal was an important element; we made sure the photography would remind consumers of steaming hot pies fresh out the oven. The overall feeling needed to be contemporary with a vintage twist and was made endearing with a quirky personality. We thought of the King as a person and gave him a makeover: he is stylish, modern but a people's king. His tone of voice is cheeky with mock importance. After all, his biggest passion is his pies and he is out to put a smile on your face", commented Bos.
New colours, fonts and textures have been added. Leading the design has been the new feature of the 'royal scroll', which is placed at the bottom of all product and messaging. A play on words in all collateral makes the product fun and accessible, giving the brand a more playful character.
