Design

Apr 1, 2021

Nairn's pack redesign to reposition brand in the lifestyle lead sector

Design agency This Way Up created a look that maintains a link to Nairn's roots but also attracts new, younger customers.
By:
Elisabeth Skoda

Nairn’s has revealed a rebrand which will roll out across their full range of products with design agency This Way Up, ensuring that all aspects of the rebrand retain the signature tartan, synonymous with Nairn’s, but with a much richer, more vibrant colour palette.

Vicki Willatts, Design Director at This Way Up, says:

"Inspired by the rugged Munros of Scotland, the new design captures the textured and layered landscape, communicating all the natural, simple goodness of oats and celebrating the brand’s real roots. The colour palette references the rich, vibrancy of the natural landscape, whilst the informal style of real food imagery will inspire consumers to discover and enjoy the simple pleasures of uncomplicated wholesome eating.”

Striving to be seen as more than just a biscuit for cheese, the new branding aims to show the versatility and incredibly wide range of eating occasions and toppings in a more modern and appetising way.

Whilst one of the goals of the new packaging is to attract new, younger consumers, the new brand look was carefully researched to ensure it didn’t alienate existing consumers and that it remained instantly recognisable. Ultimately, the rebrand positions Nairn’s in more of a lifestyle-led sector – a category which contains brands that are for everyone looking to embrace wellbeing and balance in simple and achievable ways.

Emma Heath, Head of Marketing at Nairn’s, says:

“One of Nairn’s founding principles was for our  products to be simple, natural, wholesome and delicious – a philosophy that still resonates with modern-day consumers and is embraced by Nairn’s loyalists in the UK and further afield. We worked extensively with consumer strategists at Map The Territory to better understand the changing health landscape and consumer needs, and this research has provided a solid foundation for the design work which is a significant step forward but still instantly recognisable as Nairn’s. The rebrand is designed to take our ever-expanding range of products to an even wider audience by making the brand more visible, modern, and appealing on shelf and highlighting its relevance to today’s healthy eaters as an integral part of their lifestyle, with taste and versatility at its heart.”

Striving to be seen as more than just a biscuit for cheese, the new branding shows the versatility and incredibly wide range of eating occasions and toppings in a more modern and appetising way.

Whilst one of the goals of the new packaging is to attract new, younger consumers, the new brand look was carefully researched to ensure it didn’t alienate existing consumers and that it remained instantly recognisable. Ultimately, the rebrand positions Nairn’s in more of a lifestyle-led sector – a category which contains brands that are for everyone looking to embrace wellbeing and balance in simple and achievable ways.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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