Anchor Catering / Food-To-Go

Design: Landed Creative
Designer / Creative Director: Lee Saxelby
Project Type: Produced, Commercial Work
Client: Anchor Catering
Location: Brighton, UK
Packaging Contents: Sandwiches & Wraps
Packaging Substrate / Materials: Cardboard
Printing Process: Lithographic

Anchor Catering approached Brighton creative agency Flipflop Design to revitalise their brand and food packaging to increase sales and help them win new business.

In an increasingly competitive marketplace, Anchor Catering’s outdated branding and packaging was holding them back. They needed a more modern look that better conveyed their artisan, hand-crafted products. They would also benefit from a more premium feel to reflect the fact that even the low-price Anchor sandwiches contain high quality ingredients.

The company has a long-standing commitment to hands-on production and this was something we wanted to incorporate in our brand refreshment. Core brand sentiments such as ‘hand-cut,’ hand-sliced’ and ‘handmade’ express values that not many others in the space are able to match, so we knew that needed to shine through in our work.

Our new logo better reflects their updated positioning, and sets the tone for everything else that follows. It’s fresh, clean and modern, and still maintains the positive core tenants of an anchor; namely, strength and stability. Their strapline – Try something tasty – adds even more personality in this new logo lock-up, and coupled with the incorporation date and the Handmade Sandwiches statement, the logo now acts as a stamp of quality.

With the logo and brand hierarchy set, we then applied our thinking to the sandwich packaging itself. We wanted to capture that inviting feel of the Mediterranean; bright and vibrant colours that jump off the shelf. We paired lush, watercolour illustrations of the ingredients with a whitewashed woodgrain background, adding to the artisan feel. We wanted each pack to feel rustic, hand-crafted and healthy, as well as fresh, natural and delicious.

Since our designs have been implemented, Anchor have seen their sales soar. They’ve increased sales by 40%, secured new business and generally taken an even greater slice of the pre-packaged sandwich market. Furthermore, our food packaging design was recently tested in a university focus group, where Anchor sandwiches were ranked as ‘most appealing’ in the market.