Sir Kensington’s Packaging

How can packaging retain its charm while working harder for the brand?

Client: Sir Kensington’s
Studio: In House
Role: Lead Designer
Creative Director: Kimiyo Nakatsui
Product Renderings: Nathan Dreimiller
Illustration: Julie McLaughlin

Overview

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.

Process

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.

Outcomes

Our exploration resulted in a new direction we are all proud of. The bold, readable wordmark with Sir Kensington bonded to it married our working equity with the new. We reduced the prominence of the product name as to not compete with the brand name and hurt recall. A fresh elevated use of ingredient illustrations inspires interaction and delivers on taste and premium. A strong brand color offers a high contrast, premium feel and a brand-blocking effect across SKUs and categories. We kept the front-of-pack info essential only to drive clarity and confidence—the same simplicity that is on our ingredient panel. And we held onto the character—our most known and loved asset is recognized by many even when our name isn’t.

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