FDBusiness.com

Pearlfisher has created the new identity and designed the packaging and tone of voice for Simply Sausages from Cranswick. The brief to Pearlfisher was to reinvigorate the Simply Sausages brand and return it to its former glory to reassert its positioning and communication in an increasingly sophisticated marketplace.

Originally created by sausage guru and Executive Chef Martin Heap, the new identity and design needed to capture all that is unique about the brand and its heritage from the open, warm and eccentric nature of Martin’s character to the excitement and magic of his legendary sausage shop in Greenwich.

Natalie Chung, Creative Director at Pearlfisher, comments: “We needed to combine various important elements of both Martin and the brand to balance heritage, tradition, expertise and eccentricity with honesty, modernity and vibrancy to take the brand forward.”

She continues: “We have used a woodcut style illustration to reflect the authenticity, craft and heritage of the brand but included a quirky element to each illustration depicting an amusing or eccentric pictorial representation of the variant. For example, Lethal Lucifer no.666 shows a devil and The Meaty Italian Job no.14 an Italian waiter. Each pack is also deliberately heavily copy driven and we have created names and language for each of the variants to take people to an evocative place – reflecting the history and evocative nature of the shop where the sausages originated.”

The four variants of the new-look Simply Sausages – Smithfield Original no. 1; Lethal Lucifer no. 666; The Pork-a-Leekie no. 37; The Italian Job no.14 – have launched in Waitrose stores nationwide.