Percol’s packaging needed a wake-up call to compete in a premium market. We gave their branding just the lift it needed.
Percol asked us to redesign their instant coffee range. Before we started thinking about packaging, we set about building a clear picture of the instant coffee market.
The insight findings from our planning team showed we needed to premiumise the packaging, keep the communications simple and make the brand proposition clearer.
The introduction of gold emphasised the premium cues, whilst the simplification of the front of the pack ensured the key origin and strength messages were given the required prominence.
The result, a 40% sales increase in the first year after the redesign.
