The UK’s oldest family-owned preserves manufacturer, Duerr’s, was looking to reposition in line with its purpose and rich heritage, giving consumers and retailers a real reason to buy the brand that was more than just product-based.
Client: Duerr's
Creative
Graphics
Technology
To reposition Duerr’s to reflect its purpose and its huge history, giving consumers and retailers a real reason to buy the brand that was more than just product-based.
Using the brand’s Manchester heritage and community links we created a foundation for good with a new “Manchester Made” positioning that strengthened brand presence by creating a collectable range of art works from Mancunian Makers – a strong brand story that extended beyond the pack.
A shift from generic product to a brand with purpose. What’s more we achieved space and weight efficiencies across the range, delivered through structural changes to the glass jar, whilst sizing considerations allowed retention of the easy-open “orbit” two-piece lid, ensuring ease of opening and inclusivity.
A great example where packaging design works hand in hand with packaging form and function.
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