Richmond redesign delivers a
“Taste of Home”
Despite being Britain’s biggest sausage brand, there was a need to drive frequency of purchase and give consumers a better idea of what the brand stood for. Richmond chose to use its packaging to elevate the brand, leveraging it across all brand communications.
When it came to the design strategy, we decided to project Richmond as a heritage brand that consumers could confidently trust. To achieve this, we maintained the visual equity inherent in the green while elevating it to reflect the natural values of the brand. The Richmond word mark and logo bring to life the brand’s heritage, reaffirming Richmond sausages as ‘The Taste of Home’.
“I wanted to create an element in the design where you could almost see the farm, and to add a sense of home and hearth” says designer Bob Celiz. “The farmstead weather vane was a way to evoke these emotions and get an element of craft and tradition into the design. We did plenty of proposals of the weather vane, telling various stories, from which the homestead was selected.”
Bob adds “We crafted the wordmark, and made the window which is part of Richmond’s distinctive architecture more of a smile, to be softer, and more sympathetic to the overall feel of the design.”