” Sustainable farming producing food for their customers now
and for future generations to come “
Country Crest is family business, steeped in farming heritage and expertise, that has been growing vegetables for over 100 years in North County Dublin. Today it’s an award winning business run by Michael & Gabriel Hoey who are both passionate about producing good, wholesome food in an environmentally friendly way. They are still growing and selling vegetables together with a newer, ever expanding business which produces prepared meals and meal accompaniments. Indeed they are now the largest prepared meal producer in Ireland but predominantly for other brands and private label to date.
Country Crest is now actively developing it’s own consumer brand in vegetables, prepared meals and meal accompaniments with the intent of becoming the household name of preferred choice in these sectors. The prepared meal category is extremely competitive and never more so then in the current commercial environment. It is also typified by a formulaic sameness with little character or genuine differentiation i.e. brand name, product descriptor, serving suggestion image, colour coding printed on a sleeve, slid over a tray etc.
In developing this new Country Crest Recipes From the Orient range we had to look at:
a) developing the brand more strongly
b) creating genuinely memorable brand packaging
c) product distinction with significant differentiation within the category
to achieve national listings in all multiple groups, independent and symbol group stores and ensure strong “fly off the shelf” exposure and consistently profitable sales.
What We Did
New Product Development
New Packaging Design
In looking at the Country Crest brand and product offering we had to distill the core brand message more strongly: honesty, heritage, sustainability and dynamism. We also had to really look at how to make what was essentially another ready meal brand, all be it of genuinely better quality, more distinctive, different and memorable. It had to have really strong shelf stand out in a very competitive retail category.
Although an Irish product offering produced locally in North County Dublin using only the best of ingredients, the recipes chosen are drawn From the Orient to offer consumers something more then just the more commonly available main stream family meal assortments. This meant we needed to communicate the ethnic origins of the recipes and their rich flavours very clearly.
The Country Crest “Irish prepared and sourced, in harmony with nature” message was also a very important part of the pack design and brand story. It was essential to reassure on quality, food origins, traceability and the brand’s environmental ethos.
At Country Crest a clean and healthy environment is central to their food philosophy and the way they do business. They operate within a designated nature sanctuary where wild life thrives uninhibited. They generate their own energy from their own 850 kilowatt wind turbine. 70% of their water, all sourced from one source, is recycled and reused. All biodegradable waste is composted and reused in the farming process. This environmental message had to be an integral part of the brand offering and pack design. It was deliberately given it’s own dedicated pack side for undiluted impact. Country Crest are farming and producing food for their customers now and for future generations to come.
The target market for Country Crest Recipes From the Orient prepared meal range is singles and couples with an age profile of mid 20s to early 40s. This target group are largely cosmopolitan in lifestyle and relatively image conscious. They are well educated, well travelled and discerning. A group who likes to think they notice and look for something a little bit different.
The typical ready meal formulas have been avoided. The functionality and structure of the pack is different. It’s not a tray with a sleeve. It became a NY style deli box in which the meal could be heated in 3 minutes and directly eaten from. This deli box solution meant it became an offering which could be merchandised in both the convenient lunch purchase “grab and go” sector and main meal retail space. Each pack comes with it’s own spork (spoon & fork) so the consumer only has to heat and eat from the box.
We decided very quickly the range needed to be developed as an edgey, unconventional, quirky range of “collectibles” i.e. each pack would have it’s own distinct and different look on the front face using strong graphics and illustration without a serving suggestion photo. The only common elements are the brand identity, product descriptor style, brand story and pack mandatories like the cooking instructions etc.
We used contemporized ethic cues through illustration and graphics and unashamedly drew on visual references easily understood and recognised by consumers e.g. China – red – dragons or India – purple – Taj Mahal. Countries in the Orient (China, India, Indonesia, Malaysia, Thailand, Japan and Korea) are culturally extremely diverse and visually rich whether you think of textiles, pattern, traditional dress, architecture, deity symbolism, festive occasions, landscapes, cityscapes or colour.
The Country Crest Recipes From the Orient range needed to suggest an exotic “taste” of this cultural complexity and opulence in the detail of each design, of each “collectible” pack in the range. This is a “collectors” or “collectibles” range in which each pack has stand alone individuality and strength coupled with range cohesiveness.
Interest within the grocery buying trade was consistently enthusiastic. The product range exceeded expectations on taste testing and the packaging was very warmly received. An unusual response in an industry notorious for its cut throat competitiveness and hard nosed cynicism, a success in itself to achieve national listings across all the trade so quickly.
Two new additional Country Crest From the Orient variants added within six months of the initial four pack range launch bringing the range to six.
If you’d like to know more about how we can help you create, build, grow or re-launch your brand we’d be delighted to talk with you.
T: +353 1 8322724
Got a question or need some help with your brand?
We’re thrilled! Send us a short note and we’ll be in touch.
We do our best to read every message within 48 business hours. We’re kind of obsessive about customer care so if you don’t hear back, that means we didn’t get your message so please do send it again.
“I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in 2013. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Branding and Design.
More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding and design.
Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective branding and design.
I’d recommend Lorraine as a Speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”
Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer
“I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.
Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.
Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing working with Lorraine and her team at Persona Branding & Design.”
Dave Gribben Enable Better Business
“The Maguire & Paterson brand was established in 1882 and therefore the rebranding and new packaging had to be managed in a very sensitive and caring manner.
Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalization and new range designs. We found their ability to steer us of significant benefit.
Persona Branding & Design also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.
We would have no hesitation in recommending Persona Branding & Design and we would be very pleased to speak with any potential client(s).”
Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd
“Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise. She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.
Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.
Emmet SavageFounder and CEO | Rubicoin
“Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”
Rita AhernManaging Director | Food Matters
“Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”
Andy MulloyManaging Director | Connemara Seafoods Ltd
“I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.
Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship. Their work philosophy is the best contract a client can hope to receive.”
Gavin DivillyManaging Director | Cater Hire Ireland Ltd
“Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”
Michael O’DonohueCountry Director | Wavin Ireland Ltd
“Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”
Kelley SpillaneSenior Vice President | Castle Brands
“I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.
They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.
The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”
Tony Doyle Commercial Director | Country Crest
“Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self. Lorraine provided great tips, many of them thought-provokingfrom her vast experience in developing brands, as an individual, for customers and the importance of building relationships.
I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”
Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc
“Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.
Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”
Donal KavanaghSales & Marketing Director | Zed Candy Ltd
“Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.
In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”
Mark Andrews IIIChairman of the Board | Castle Brands Inc
“Persona Branding & Design has adroitly managed several of our most important brand design briefs over the past couple of years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with packaging and print suppliers that was vital for the completion of the successful end product.
Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”
Gerry MurphyMarketing Director | Robert Roberts Ltd
“I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.
She is passionate in her message and delivers it with conviction. I strongly recommend her as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”
Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator
“Persona Design has worked with Wavin on the creation and development of the new branding and marketing collateral for the launch of a new range of premium products.
They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”
Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd
“Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.
Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”
Paul C DwyerGlobal Cyber Security Expert
“Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”
“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.
Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!
Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”
Ian Lawlor New Business | Lotus Investment Group
“I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”
Tim HealyMercator Marketing Research
“Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”
Alayne RooneyMarketing Consultant
Access complimentary articles each week that give you proven agile branding strategies for growing a very profitable business using big-brand know-how so you can build a highly visible, credible, trustworthy and much loved, standout brand.
Free Bonus Gift “Top 20 Rebranding Mistakes to Avoid and 13 Key Questions To Ask Before You Start”
Persona Branding & Design Consultants Contact: Lorraine Carter
We’re using cookies on our site to ensure you get the best experience and service. Feel free to continue to use the site if you're happy with this, or find out more about how to manage cookies by clicking read more.Got It!RejectRead More