Tilley’s is a very English traditional confectionery brand widely sold in corner shops and petrol forecourts through out the UK in pre-packed clear plastic bags or in customer selected quantities dispensed from large candy jars.
With an extensive range of over 30 variants successfully selling without much support at the price sensitive lower end of the market the opportunity was seen to reposition the brand with an entirely new brand identity and packaging for selling in more exclusive premium associated markets in both retail e.g. Harrods, Harvey Nichols, Fortnum & Masons etc. and other non retail channels, using a larger range of packaging formats for both self indulgence and gifting.
What We Did
New Product Development
New Brand Identity
New Packaging Design
Develop a new brand identity and new suite of packaging which is a radical change from the old Tilley’s format. It should exude a very premium quintessentially English feel with suggestions of a rich heritage firmly rooted in the bygone era of 1885.
The brand provenance should personify premium English quality from one of the most sought after confectionery emporiums in English confectionery history. It should be known as the only brand of choice for the most discerning palettes.
The target market is more predominantly female and developed for both the UK and appropriate export markets.
We developed and designed a radically new brand identity, replacing all the “Union Jack” associations with a strong stylish English heraldic feel, using a combination of classically associated cues such as the Fleur-de-Lys, lions and crest.
A Tilley’s “family history” was further developed to give the brand story additional depth and brand provenance. The packaging was developed with rich attention to detail in the garnishing with matching ribbons, feathers and roses to accentuate the indulgent luxury feel of the brand, in short making it a much appreciated treat for the recipient !
All subsequent exhibition material and support collateral developed for the Tilley’s brand has also reflected the brand continuity in both look and feel.
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