New Brand Identity for Dean’s

One of the UK’s leading shortbread manufacturer’s, Dean’s of Huntly, will shortly be launching a new Brand identity and packaging design across all of its premium shortbread products.

Over the past decade Dean’s have enjoyed significant growth throughout all sectors of the retail market. Dean’s shortbread is renowned for its quality hand-baked proposition and is instantly recognised as being “different” from all others in many ways, including the use of the Black Watch (blue/green) tartan in its packaging.

The new brand identity and design builds on these strengths and brand values but also seeks to modernise its appeal whilst retaining the heritage of the business.

Commercial Director Scott Kelman comments “The introduction of our new design and brand identity follows on from an extensive process and consumer research exercise we carried out last year.

“The findings of the research indicated that we are clearly seen as a premium shortbread brand with strong recognition of our ‘hand baked soft eating melt in the mouth’ proposition. Consumers trust Dean’s as a family business but also, interestingly, see us a modern vibrant brand not necessarily steeped in tradition.”

The revamped design and identity reflects the findings of the research: it retains the Scottishness of the products by using the Black Watch tartan which consumers instantly recognise as Dean’s. However, the tartan “coverage” on the pack has been reduced with the introduction of a “burnt parchment” effect background, the aim being to give the pack a contemporary feel.

There is also a continued link to the “kitchen” heritage of the business by way of the logo device which has been modernised with an updated illustration. The brand ‘Dean’s’ is more prominent on the face of the packs while a unique strapline ‘History in the Baking’ has also been introduced.

Kelman adds “ The initial response to our new design has been fantastic and we are looking forward to seeing the new “family” of products on the shelves very soon. The time is right for us to present a fresh look and having listened to our consumers we believe we are reflecting their views with an identity that is clearly unique to Dean’s.”

For further information please contact Scott Kelman on 01466 792086 or 07850 397926 (mobile)

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