RECIPES TO INSPIRE FROM A NATIONAL TREASURE
Curiosity
The client team came to DesignHawk with the challenge of updating their dressings range to better reflect their premium price point and garner attention from a younger audience. Mary Berry’s dressings have a devoted following from those in the know, but their look & feel skewed too heavily to the older generation and lacked the engagement & personality of one of our most-loved food icons. We were curious to what makes Mary so beloved so we looked into her cookbooks and TV shows for inspiration of her understated glamour and passion for ingredients.
Agility
We were inspired by Mary’s warm & comforting nature and her simple, classic recipes which encourage all levels of cooks to get in the kitchen. We also found that her personal style and the look & feel of her cookbooks & products had soft colour palettes and simple, modern-classic design. We incorporated this into the packaging with bespoke illustrations, clean colourways and simple inspirational recipe ideas. We changed the message from dressings only, to “Dress, dip, marinade” - still simple but more inspirational, just like Mary. Our bespoke illustration created a world of ingredients, exuding the joy and rewards of cooking.
Precision
The final design is striking in its simplicity and boldly combines classic and modern elements. The new packs will command attention on shelf and help to maintain its traditional audience while attracting younger consumers to be more experimental with their food.