The updated design stays true to Branston’s established heritage and instantly recognisable brand colours, whilst sharpening the brand’s identity through a series of "simple but impactful" adjustments. Most noticeably, This Way Up have flipped the recognisable Branston banner, giving the logo a lift that emphasises the optimistic and comforting associations the brand has built with customers over the last 100 years.
The new label has also dropped the bevels and shadows of the previous design, and combined with a bolder colour palette that takes cues from the original iconic logo. Creating a timeless look that mirrors Branston’s longstanding legacy, the refreshed design achieves a more modern take on the heritage brand whilst tying back to its ‘hit of home’ creative brand platform.
Christopher White, Founder & Managing Director at This Way Up said: “Branston has been a pantry favourite in British households for a century; we’re proud to have played a role in future-proofing the brand’s iconic look through refined design cues.”
Angharad Wilson Dyer Gough, Senior Brand Manager at Branston said: “This is a stand-out year for the Branston brand - remaining a staple in Brits’ kitchens for 100 years is no mean feat! We wanted to make sure the new Branston logo felt modern whilst staying true to our core heritage and that hit of home we know our customers love. Branston is known for providing comfort and nostalgia to many in the UK, and following the launch of the new ‘hit of home’ creative platform in 2020, we felt it was about time to give the Branston range a new look that reflects our 2022 brand values. Here’s to another 100 years of enjoying Branston sweet pickle!”
The refreshed Branston design is rolling out across the brand’s core range in major supermarkets now, with more to follow.
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!