Biscuits housebrand - multi-level branding 

INTRODUCTION: Progressive has a business strategy of growing sales through its own housebrands. The Bakery Division devloped a range of products to be marketed under the brand name 'Not So Ordinary'.

CLIENT NEED: Logo and packaging design solution for multi-level range. A project management system between suppliers and MH to co-ordinate packaging from creative to print.

MH CREATIVE SOLUTION: Two key visual elements were created for use across the range:

- a product name panel incorporating a "Farmer Woodcut" illustration reflecting the heritage of the key baking ingredient, flour, coming from the land.

A repeat wallpaper panel '" using a premium positioning silver background colour.

Different graphical treatments were used across the 3 tiers of the packaging:

Illustrations and photography across the middle and upper levels and simple, minimal colour panels across the entry-level tier.

CLIENT BENEFITS: Over 20 SKU's were completed in the first year and the client was very pleased with the increased market share and margin gained.

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