Warburtons Escapes

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Designed by Family(and friends), United Kingdom.

All new rebrand for Warburtons Snack offer.

Family (and friends) has rebranded Warburtons snack range with an aim to shake up the category with tasty yet better-for-you credentials.

Warburtons Crispy Pitta Bites are a lower fat alternative to standard potato crisps; they’re simply and straightforwardly baked using a pitta bread recipe in Warburtons heartland Bolton, using only natural, delicious flavours.

The brief was to create a powerful and exciting sub-brand for the product range under the Warburtons parent umbrella.

Family (and friends), along with The Tulip Partnership were commissioned by Warburtons to help completely rethink the brand proposition, conduct consumer research, find a name and develop a new look.

As a result, the team led by Family (and friends), re-structured the range and rebranded under the banner of Warburtons Escapes.

The new brand positioning revolves around the idea of a ‘Happy Adventure’ – bringing together it’s global flavour influences and the opportunity for consumers to escape from the daily grind and the generic crisps and popcorn on offer – hence the name.

The design approach aims to create a flavour journey that travels across various continents, with collaged illustrations created by children’s book designer Andrew Griffin and food photographer Howard Shooter.

The new look goes on sale from mid-March in multiples across the UK.

“We were selected on our strength of experience in branding the snacking sector; The key challenge was to take Warburton’s, essentially a bread and morning goods brand and extend into a credible evening snacking opportunity. Says Derek Johnston, strategy partner at F&F

Creative Director, Alex Durbridge goes on to say, “Naming is such a tricky thing these days, with very little left in the world available to ‘own’, but I think in Escapes we have created something that has a real chance of getting consumers to take notice on shelf – its fun and playful, just like a snack should be”.

Martin Garlick, Snacks Director for Warburtons commented: “The Escapes branding has been well received by the trade, we’re confident that our proposition and branding now reflect the excellent quality and taste of our unique product range. I’m extremely excited to see how it performs in the market.”

  1. This is truly awful, awful packaging. Other than the logo, this bears no relationship to the rest of the Warburtons range, nor does it have any of the quality cues that are surely what gives this brand 'permission' to enter other categories. I see no presence or consistency from Warburtons anymore. What do they even stand for now? Shame.

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Global