Cultivating brand potential


Is it ‘Bootiful’?

Posted by: Jo Briton

Categories: Branding, Packaging,

Wed, 07 Oct 2015

Sometimes rebrands are subtle, but not in this case. Turkey brand Bernard Matthews is set to launch a £3 million rebrand that uses illustration and focuses on Great Witchingham Hall, where Bernard Matthews started the business in 1950.

The new identity has been created by Brandopus and replaces previous branding which was designed by Springetts and launched in 2013.

Springetts also rebranded Bernard Matthews in 2008, when the company was looking to revamp its image following £10 million losses spurred by negative press around Turkey Twizzlers and an outbreak of bird flu at its Suffolk processing plant.

The rebrand also includes a website redesign and a new packaging system, which will see an on-pack colour categorisation introduced. Fresh-coated products will move from clear plastic to full colour sleeves with a window to see the products.

The rebrand will roll out across 100 turkey and chicken SKUs in frozen, fresh breaded and cooked meats ranges.

To launch the brand, Bernard Matthews has also created a virtual reality animation of Great Witchingham Hall, which can be viewed by grocery retailers, in what the brand calls an “industry first”.

Bernard Matthews used Great Witchingham Hall to develop his business, buying the dilapidated building for £3,000 and filling its 35 rooms with turkeys.

I will be interested to see the new packaging and website design when they are rolled out.

Source: Design Week