After Branston Pickle’s new logo and packaging design, both by This Way Up, were revealed earlier this summer, the condiments brand is launching a refreshed identity led by Wonderhood Studios.
The new visual and verbal identity leans into its lengthy heritage, having spent the last 100 years as a staple of many British kitchens.
According to Simon Elvins, head of art at Wonderhood Studios, it was an opportunity to “dust-off this quintessentially British brand”. The execution of the new identity is simple yet effective in reflecting the nature of the product and brand, featuring appropriately chunky type and a palette that draws heavily on the yellows and greens associated with Branston.
The copy does the heavy lifting in the brand campaign, Bring out the Branston, which mostly goes for a hit of nostalgia and warmth through references to childhood memories and family time, while injecting a bit of playfulness into the mix.