The Brief
After nearly eight years of sustained growth, Pipers Crisps wanted to refresh their brand and packaging to reflect their core values and emphasise what the brand stands for. The company briefed us to create a new brand and packaging design that would allow Pipers to own the ‘out of home’ crisp market.
We recognised that to differentiate them from the competition, Pipers needed to have a role on the pack above and beyond the product itself. In order to reinforce the perception of Pipers as the tastiest crisp brand in Britain, we set about discovering what makes the brand unique.
Solution
Pipers pride themselves on their handmade crisps sold in independent outlets, so we underlined this passion by developing a bold and assertive identity and pack design, mirroring their down-to-earth ideals. Pipers Crisp Co. boldly takes centre-stage, with the updated logo incorporating the ‘Made By Farmers' promise to deliver quality and flavour.
The Piper was established as a quirky masthead, anchoring the brand into a natural landscape reflecting the rural provenance of the crisps. Pipers are renowned for their great taste and distinctive flavours sourced from passionate regional producers, we highlighted the source in the variant naming. A new colour palette was developed for the brand, allowing clear navigation across the portfolio and increased standout on fixture.
Results
By differentiating the brand, drawing out the unique, quirky elements that make Pipers recognisable and distinctive, the redesigned packaging has already had an impact on the marketplace.
46%
increase in turnover
After the new packs were introduced, Pipers saw an immediate jump in turnover of 46%
31.7%
increase in customers
The crisp new design has attracted a 31.7% increase in retail stockists in the space of only three months since launch. That amounts to over 9 new customers per working day since the new design rolled out!
What the client says
“We’re thrilled with the new identity and pack design that BrandOpus have created for our brand. Pipers now boasts better stand out on shelf, with a design that reinforces our approach: making Britain’s tastiest crisps through teamwork and the best quality ingredients."
Alex Albone
CEO, Pipers Crisp Co.