Sir Kensington’s Packaging
How can packaging retain its charm while working harder for the brand?
As part of the rebrand, Sir Kensington’s also needed new packaging. There were several challenges we wanted to address. Potentially the most important was the small, long, and difficult-to-read wordmark that was impacted recall and readability and could not compete on shelf. Additionally, the dominant product name created an unbalanced messaging hierarchy that worked harder for category than for our brand. The packaging did not lead with taste—variant illustrations were marginal and did not pay off on taste or premium promise. The cream-colored labels offered low contrast and differentiation with product line, especially on products like mayonnaise, mustard, and ranch. And lastly, many of the elements on the label have the same scale, creating visual clutter.
With these challenges in mind, we set out to redesign the packaging. We tested packaging concepts parallel to logo development to determine what logo architecture and footprint would work hardest for us on shelf, and used packaging as a platform to test use of color and illustration.