Wall’s is introducing a new range of savoury pastries. With its reputation for quality ingredients and traditional recipes already established among its loyal consumer base, the extension into pastries and pies is a natural progression.
Having successfully redesigned the Wall’s core sausage range, Kerry Foods briefed Ziggurat Brands to extend the new Wall’s brand architecture onto a wide variety of pastries. The result is a range of 20 variants where the brand architecture maintains the relationship to the core Wall’s range, but the packaging is designed for the impulse sector and clearly shows the product through a clear window.
According to Ziggurat’s research; consumers desire ‘on the go’ products that are honest and trustworthy. Not only do Wall’s products are known to deliver on their quality promise, but they also now extend this onto their pastry range.
“It is quite a challenge to undertake a branding brief that considers both fresh sausages and ready to eat pastries together”, says Kellie Chapple, Managing Director, Ziggurat Brands. “We looked at the individual elements of the brand identity to identify its key components and, having established the Wall’s logo, the woodcut landscape and the traditional brown paper as the main reference points, it was possible to develop a brand architecture that translates from the core sausage offer into a range of pastries.”
