The Brief
The maple syrup category is interspersed with misleading products that are maple-flavoured imitations of the real deal. Our client produces a premium maple syrup that is 100% pure and natural, sourced and packed in Canada. This distinguishes them from much of the competition.
Eager to introduce this syrup to the UK market,
our client briefed us to create a brand for their authentic maple syrup that would visually cue its Canadian provenance.
Solution
We delved into the history of this valuable liquid so prized by the native Canadians, and took inspiration from the time-old tradition of maple syrup production. The name ‘Buckwud’ evolved from the original native Canadian word for maple syrup, Sinzibuckwud, literally meaning ‘drawn from wood’.
A language of hand-drawn pictogram symbols was created to communicate the ancient process of syrup production and feature on both the front and back of pack. The Canadian origins of Buckwud are further emphasised with a key colour palette of red and cream and use of the maple leaf, as well as the traditional maple syrup glass jug structure.
Results
The design established Buckwud as an authentic
and engaging Canadian maple syrup brand, firmly rooted in the history of its origins. Its simplicity of messaging enables immediate understanding of the product at fixture.
£231k
in value sales within four months of launch
FIVE
months to return on design investment
What the client says
“BrandOpus developed a strong brand story and a clear, recognisable identity that allows the authentic Canadian origins of the syrup, so key to the brief, to shine through in the packaging. Buckwud’s striking design and simplified pack communication helps the consumer to find the product at the fixture. All the sales results and buyer feedback we have received indicates that the brand acts as a beacon for the category, and draws consumers in on the strength of the design.”
Sarah Turpin, Brand Manager, Wellness Foods