The New Colman's Packaging Pays Homage to the Brand's History
Michael Hemsworth — October 4, 2019 — Marketing
References: colmans & conveniencestore
A new design for the Colman's packaging has been unveiled in the UK as a way to celebrate the brand's 200 year heritage and put a focus on a locally sourced nature of the products ingredients.
The branding features vibrant, eye-catching imagery as well as clear text that lets shoppers know what's inside, but there's also additional information for consumers to appreciate. The products proudly boast their provenance with statements like "Crafted in Britain" to further reinforce the history of the condiments.
The Colman's packaging was explained further by Marketing Director for Savoury at Unilever UK & Ireland Fikerte Woldegiorgis who said, "We are the market leaders in condiments and meal makers and have been at the heart of British meal times for over 200 years. We’ve decided to undergo a brand refresh to highlight our long-standing heritage and shout about our support for the British farming industry. With provenance and authenticity high on the agenda (Nutrition and Health 2019), we are continuing to source as many of our ingredients from the UK as possible – and we want those that love Colman’s to know this. Our packaging refresh will remind loyal shoppers what we stand for and in turn, attract new consumers to the brand.”
The branding features vibrant, eye-catching imagery as well as clear text that lets shoppers know what's inside, but there's also additional information for consumers to appreciate. The products proudly boast their provenance with statements like "Crafted in Britain" to further reinforce the history of the condiments.
The Colman's packaging was explained further by Marketing Director for Savoury at Unilever UK & Ireland Fikerte Woldegiorgis who said, "We are the market leaders in condiments and meal makers and have been at the heart of British meal times for over 200 years. We’ve decided to undergo a brand refresh to highlight our long-standing heritage and shout about our support for the British farming industry. With provenance and authenticity high on the agenda (Nutrition and Health 2019), we are continuing to source as many of our ingredients from the UK as possible – and we want those that love Colman’s to know this. Our packaging refresh will remind loyal shoppers what we stand for and in turn, attract new consumers to the brand.”
Trend Themes
1. Heritage-inspired Branding - Disruptive innovation opportunity: Explore how other brands can leverage their heritage to create nostalgic and authentic packaging designs.
2. Provenance and Authenticity - Disruptive innovation opportunity: Create packaging that highlights the sourcing and origin of ingredients to appeal to consumers' desire for transparency and locally sourced products.
3. Brand Refresh - Disruptive innovation opportunity: Consider updating brand packaging and messaging to connect with consumers on a deeper level and attract new customers.
Industry Implications
1. Food Packaging - Disruptive innovation opportunity: Develop sustainable and visually appealing packaging solutions that tell the story of the brand and its ingredients.
2. Condiments - Disruptive innovation opportunity: Introduce new condiment flavors and packaging designs that cater to the growing demand for unique and high-quality condiment options.
3. Farming and Agriculture - Disruptive innovation opportunity: Explore partnerships and collaborations with local farmers to promote sustainable agricultural practices and highlight the connection between brands and the source of their ingredients.
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