James MartinDownload pdf of case study
Now worth in excess of £576 million, the UK Home Baking category has benefited from a mini resurgence in recent years.
Symington’s tasked Totality GCS with creating the packaging for a new home baking range to be launched in conjunction with renowned British pastry chef, James Martin.
Designed to offer a more sophisticated and fashionable choice within a category dominated by traditional products, the new range combines convenience and innovation with a well known name
you can trust.
The new ‘James Martin Bakery’ range needed to be simple, accessible and inspiring.
We placed James firmly at the heart of the design, incorporating product imagery that adds warmth and depth to the packaging and combined it with clear colour coding and easy to use cooking instructions, making it both appealing and accessible to shoppers.
Working closely with Symington’s and their incumbent print suppliers, we achieved a more premium look and feel by taking the unconventional route of printing on untreated carton board. The final results reinforce the quality of the products and the heritage of the brand, whilst creating a real point of difference on the shelf.
Following its nationwide launch, the James Martin Bakery range has been snapped up by many of the UK’s largest retailers, including Tesco, Asda and Sainsbury’s. From keen cooks to baking novices, the feedback has been so good that the range has quickly expanded to include an innovative new range of easy to use bread mixes.
In less than a year since launch, the range has seen sales exceed the £1 million mark, a figure that is set to grow year on year. With new product development and media support, the brand will continue to indulge the nation’s sweet tooth by providing quick, convenient and tasty home baking options and surely cement its place as a true British family favourite.