Wiltshire

Strategy
Brand Identity
Communications
Packaging

Wiltshire, a household name since 1938, has in recent years struggled for attention with an aggressive influx of vertically integrated supermarket retailer brands dominating shelf space.

We were asked to strategically evolve an outdated identity and to rebrand the entirety of the Wiltshire product line spanning multiple kitchen categories with a more meaningful and salient brand image.

New Brand Identity and packaging for Wiltshire. Over 500 kitchenware products #iconika
New Brand Identity and packaging for Wiltshire. Over 500 kitchenware products #iconika
New Brand Identity and packaging for Wiltshire. Over 500 kitchenware products #iconika

Packaging and product interaction.

See Instagram video:

By curating recipes, skills and on-trend product imagery — known as #foodporn #foodstyling — we have further enabled customers to create great food. Great results will be shared inspiring other families, building a tribe of motivated brand ambassadors

 

Before and After

Rebrand and packaging update - increased perceived value by design

Exa
 
Wiltshire Identity before after #iconika
Wiltshire identity before after #iconika

New Brand Identity and packaging for Wiltshire. Over 500 kitchenware products #iconika
New Brand Identity for Wiltshire Packaging for over 400 products #iconika

We looked to induce behavioural change by recognising the power of personal recommendation utilising visually driven Pinterest and Instagram platforms to provide increased awareness and social status linking.

The packaging design and overall visual appeal provided both practical navigation and inspiration in-store. Everything was carefully constructed to work from various focal distances guiding customers through the 'purchase funnel' from Awareness, Consideration, Intent, Evaluation to Purchase.

People have an expectation of quality
that needed to be felt

We needed the solution to clearly define the differing product lines, allowing for easier navigation for the customer and empower them to make better food. Leaving them to feel good about themselves and their family's well-being.

"The product will act as the connector between initial appetite and the result on the table." — Steven Arnold

By curating recipes, skills and on-trend product imagery — known as #foodporn #foodstyling — we have further enabled customers to create great food. Great results will be shared inspiring other families, building a tribe of motivated brand ambassadors.

Wiltshire Iconika Behind the Scenes
Aspirational food photography linked awareness, consideration and appetite to buy
“The sophisticated and designed brand image better represents our deep heritage in kitchenware and our relationship to our customers.”

”We are confident that this will underpin awareness of quality and value we continue to offer our customers.”
— Ali Van Woerden, Wiltshire
Socially connected packaging
Iconika helped provide a solution for communicating our brand value position and a refreshed brand identity to be carried across over 500 products. We now are confident in a design direction that appeals to our core consumer lifestyles & aspirations.

We would definitely use Iconika again for their strategic creative application. They were very friendly and easy to work with.”
— Ali Van Woerden, Wiltshire
Wiltshire Brand images #foodporn by Iconika
Wiltshire Brand Imagery #foodporn Iconika
Instagram ready food photography
Wiltshire Brand Imagery #foodporn Iconika
Wiltshire brand imagery #foodporn Iconika
Wiltshire Brand Imagery #foodporn Iconika

The identity was refined and refreshed with the addition of a more approachable and contemporary personality recognising the affect that purchases have on a customer’s personal brand.

A simplified navigation was needed, reducing 16 product ranges to a more natural process of Preparation, Cooking, Baking and Serving.

We looked to induce behavioural change by recognising the power of personal recommendation utilising visually driven Pinterest and Instagram platforms to provide increased awareness and social status linking.

The packaging design and overall visual appeal provided both practical navigation and inspiration in-store. Everything was carefully constructed to work from various focal distances guiding customers through the 'purchase funnel' from Awareness, Consideration, Intent, Evaluation to Purchase.