The packaging for the Stafford range of condiments and other products has recently been redesigned. Each pack now integrates the proud heritage of Stafford Bros & Draeger with modern designs.
The redesign focused on enhancing the iconic value of the brand’s logo. ‘We wanted to highlight a clear and consistent brand identity across our full range of products, making them instantly recognisable to consumers even though they are vastly different,’ comments Chris Lewis-Enright, MD of Stafford Bros & Draeger. ‘The new packaging icon is now strategically placed on every Stafford Bros & Draeger product as a symbol of our quality guarantee, ensuring that we make the best use of the few seconds we have in the supermarket aisles to attract and hold consumers’ attention.’
While keeping true to the brand’s classic origins, the new design refreshed the packaging with product shots, vibrant colour coding and usage information to widen brand recognition and extend the quality message across all the products.
Q&A* with Chris Lewis-Enright, MD of Stafford Bros & Draeger:
1. What does your target market look for and how did it influence the design?
With so many and often conflicting messages aimed at consumers today, there is a desire for simplicity and clarity as well as on-the-spot brand recognition on highly competitive supermarket shelves. We believe that our new packaging makes both the brand and the product instantly recognisable to consumers. It also conveys both our brand values and our heritage and we now have a clear and consistent brand identity across our full range of products.
2. Did research reveal that product usage instructions were desirable?
Absolutely. Although the advent of DSTV and programmes such as MasterChef have helped educate people in the uses of products, there is still a large amount of consumers who need some guidance and assistance when cooking. We try and always give useful tips as well as tried-and-tested recipes to help the consumer deliver the best quality dish.
3. How much of a brand’s value is driven by packaging?
We have found that most of our brand’s value is through its packaging. As an independent brand, we focus most of our efforts in-store. We do not have huge marketing spend to push the values of the brand through above-the-line or print advertising. We need to capture the essence of the brand on the shelf and try and depict the quality in a very short time frame. Over the years, our customers have learnt to trust our brand for its quality and dependability.
4. With more customers shopping online, was this taken into account in the new design?
That is a good question. We need to be cognisant of how trends are shifting within retail. We tried to cater for all shopper channels when deciding on our new designs. We felt that the new label would carry across different spectrums and appeal to a broad target market, whether online or in the store itself. We needed the brand to convey exclusivity, quality and still have a punchy, fresh approach that caters to an online customer looking for consistency.
*Q&A prepared by Riana Greenblo Communications
