Marigold - Vegan Store Cupboard Ingredients
Blooming good branding
For over 10 years, we have tended the Marigold identity and its packaging helping to turn it into a favourite healthy stock, bouillons, sauces and yeast flakes brand.
The Task
Marigold’s original bouillon stock was loved by Delia and Nigella in the 1980’s. But the packs looked dusty and dated with the Marigold branding being a little lost among all the messaging and mass of vegetables. Time to give it some brand presence and a little more order.
The Process
Whilst the brand’s packaging did suffer from clutter, there were some definite visual equities that made it an iconic pack that was to be found in almost every store cupboard across Britain.
The italicised product descriptor, the green, the veg and the product story were part of the pack’s recognition. But all this needed to be bound together by a strong and confident brand identity.
Exploration of how the equities could be treated were considered across its bouillons but also its other product ranges that included Engevita yeast flakes, gravies, vegan meat alternatives and sauces.
The new brand identity was closely aligned with the product descriptor and associated product information worked around this. Where the veg was used, it had its own distinctive treatment with the Marigold orange underpinning all the pack’s graphics at the bottom of the pack.
The Result
The branding now proudly presents over 25 vegan products to be found in all major retailers working across stocks, bouillons, yeast flakes, gravies, meat alternatives and sauces. And with Marigold now taking to social media in a big way, the future for this much loved health food brand looks exciting.
