Anchor Catering provide pre-packaged sandwiches for schools, universities, hospitals and other mass markets. They came to us with a rich heritage and long-standing relationships with suppliers, but their brand needed updating. The logo and packaging especially looked tired and old-fashioned; not reflecting the quality produce and manufacturing care that goes into the sandwiches & wraps themselves. They came to us to revitalise the brand and the food packaging in the hope that it would increase sales and help them win new business.
In an increasingly competitive marketplace, Anchor Catering’s outdated branding and packaging was holding them back. They needed a more modern look that better conveyed their artisan, hand-crafted products. They would also benefit from a more premium feel to reflect the fact that even the low-price Anchor sandwiches contain high quality ingredients.
The company have a long-standing commitment to hands-on production and this was something we wanted to incorporate in our brand refreshment. Core brand sentiments such as ‘hand-cut,’ hand-sliced’ and ‘handmade’ express values that not many others in the space are able to match, so we knew that needed to shine through in our work.
Our first creative challenge was the Anchor brand. Their existing logo was a relic that was only ever intended to be a placeholder, but years later it had stuck. Our new logo better reflects their updated positioning, and sets the tone for everything else that follows. It’s fresh, clean and modern, and still maintains the positive core tenants of an anchor; namely, strength and stability.
Their strapline – Try something tasty – adds even more personality in this new logo lock-up, and coupled with the incorporation date and the Handmade Sandwiches statement, the logo now acts as a stamp of quality. The result speaks to the authority of a trusted business, with the appealing freshness and lightness of touch you’d expect from a modern, on-the-go food brand.
With the logo and brand hierarchy set, we then applied our thinking to the sandwich packaging itself. We wanted to capture that inviting feel of the Mediterranean; bright and vibrant colours that jump off the shelf. We paired lush, watercolour illustrations of the ingredients with a whitewashed woodgrain background, adding to the artisan feel. We wanted each pack to feel rustic, hand-crafted and healthy, as well as fresh, natural and delicious.
The four sub-sections are clearly highlighted too, with fish, poultry, meat and vegetarian all given their own spot colour for ease of identification. To complete the overhaul, we added small snippets of text across each box. Handwritten – of course – to underline the human care that goes into each product, with simple, unpretentious messaging underlining the ‘juicy’ taste and ‘natural’ sourcing that have always been a part of the Anchor brand.
Since our designs have been implemented, Anchor have seen their sales soar. They’ve increased sales by 40%, secured new business and generally taken an even greater slice of the pre-packaged sandwich market. Furthermore, our food packaging design was recently tested in a university focus group, where Anchor sandwiches were ranked as ‘most appealing’ in the market. Pre-rebrand, they had been consistently ranked ‘least appealing.’ The transformation was gloriously complete.
“Secured new customers & retained existing ones…”
We have secured new customers and retained existing ones since its introduction. A number of the new ones were secured through tendering. One of the elements potential customers rate during the process is packaging and we have scored highly in that area. Our existing customers were very positive about the new designs: they described them as promoting a fresh, natural range of products. They liked the fact that the design was neither too plain nor too fussy and did not detract from the actual product.