Ginsters – Brand identity repositioning

Packaging Food & Drink
Smith & Milton


This design effectiveness paper demonstrates how the complete design overhaul of the Ginsters brand has resulted in significant and tangible benefits to the business.

It demonstrates not only the power of re-defining a brand proposition, Real Honest Food, but also how design clarity and consistency can change perceptions and purchasing decisions about a brand.

This is a story about rejuvenating an established brand that was under threat from all sides: increased competition in the 'impulse/food-on-the-move market', growing threat of own label, the inexorable trend towards healthier eating and limited distribution (multiples).

Ultimately this is a real, honest success story about a rejuvenated Ginsters brand that: