Background

Passion, pride and a cheeky approach have made GH Sheldon’s one of the leading family bakers in the UK. But this energy simply didn’t translate onto the packaging. With amazing heritage and values the Sheldon’s story was just crying out to be told. With a fierce sense of tradition the packaging for the Sheldon’s family of products had largely remained unchanged. But in this hugely competitive market standing still was no longer an option.

Strategy

With 60 years of family history and shoppers keen interest in authenticity, we felt it was only right to use the family at the heart of our design strategy. Amazingly they had a rich seem of old family photographs showing the Sheldon’s family in the 1940s and it’s these precious images that we used to differentiate between the product categories.

Creative direction

With a bold approach to type and the clever use of the word ‘the’ to own the product we have created clear competitive differentiation. The copy gives shoppers ideas on how to use the product which is crucial as we take these products nationally and come across language variances – its amazing what people think buns and baps are in some parts of the UK.

Impact

Each of their 10 key lines now features one of the family which draws your eye to the product on these fiercely competitive shelves. And with 100 million bottoms, buns and baps going through the tills at Aldi, Asda, Tesco, and Sainsbury’s every year, GH Sheldon’s will soon have a brand you can recognise.