JKR

This month sees the launch of newly designed packaging for Lyons cakes. Briefed to explore and celebrate the brand’s rich heritage, the new look plays back to its famous history of teashops and its waitresses from the 1890s.

With a long-standing tradition for ‘proper’ cakes, the brand was renowned for its nippy waitresses serving up affordable tea and cake to the masses. Having lost its way over the years, the redesign focused on communicating the brand’s story in a relevant and contemporary manner.

“The new design gave us a chance to transform Lyon’s, rediscovering the wonderful heritage that made the brand famous in the early 1900s. We decided to hero the nippy waitresses at the heart of the teashops to deliver personality & heritage, balanced with a vibrant colour palette to create a sense of modernity for the brand.” Laurence Hunnex, Senior Designer, jkr.

“We’re absolutely delighted with the new look Lyons packaging. At a time when every brand is claiming some kind of heritage story, Lyons has a genuinely fascinating past, having been baking cakes since 1894. The new design taps into this rich Lyons history for inspiration, making the range look much more enticing and providing real stand out on shelf.” 
Dean Lavender, Brand Manager, Premier Foods.

The new packs are launching this month so look out for those waitresses in store.

This week sees the launch of a brand new online shopping concept through a collaboration between design agency jkr, leading frozen food manufacturer Birds Eye and online grocer Ocado. The initiative was conceived by jkr who partnered with Birds Eye and Ocado in 2011.

“We saw a real opportunity for brands to develop a unique online presence and drive consumer engagement. Historically the online ‘shelf’ was just about tiny packshots. By using subtle animation, packs could be brought to life achieving eye-catching standout which would set them apart from the crowd. In effect, it allows Birds Eye and Ocado to adopt a virtual gondola end with obvious benefits to retailer, brand and with judicious use, consumers.” Silas Amos, Creative Director, jkr.

Live this week for a three week trial, an animated version of the brand’s ‘spokesbear’ Clarence will appear when purchasing Fish Fingers online.  A first ever to market in the online grocery channel, the eye-catching animation will act as a tool to further engage the growing 20% of UK households that now buy food online.

Pippa Dunford, Head of Etail at Birds Eye, comments: “Online shopping is growing considerably ahead of the in-store market, at 17% year-on-year, which is set to double within the next five years. With this trial we hope to lead the way in this emerging market and ensure the shopping is more engaging and enjoyable for shoppers, bringing the theatre experienced in-store alive on the web. One of the most important aspects for customers online is the ease and convenience of shopping, so we worked closely with Ocado to ensure the animation generates brand interest without detracting from the immediate ease and effect of the shop.

Birds Eye is experiencing 22% growth within online shopping and with Frozen being a high purchase category within this, we feel positive about the trial and look forward to the results. The market is growing at such a pace we believe it’s important for brands to stand out and stay ahead of the curve, so will have more innovative plans to look out for later this year.”

Take a look at the animated packs which are now live on Ocado.com