Gressingham

The Task:
The project brief for Gressingham was two fold. Firstly to develop a new brand positioning for core Gressingham and redesign the packaging to reintroduce duck as a more accessible meal occasion and to inspire consumers by demonstrating it’s versatility as a meal centre. Secondly to develop a look and feel for a new ‘cooked meals’ range created to provide restaurant style food at home.

The Insight:
There is a popular misconception amongst consumers that duck is difficult to cook, whereas in-fact it is rather that consumers lack an understanding and knowledge of how to cook it and what to serve with it. There is also research suggest- ing that consumers outside of the ‘scratch cook’ group, would prefer to buy part prepared meals, where they can add the last 10% effort themselves, rather than a full ready meal.

The Response:
I developed the positioning around Gressingham as the brand that inspires consumers to cook with duck, by providing them with ‘A Dash of Duckspiration’. I developed the pack design to simply consists of seasonings and ingredients that fall around the brand mark as though you whitnessing part of the cooking process of adding a dash of something to the frying pan or meal. I also created the sub brand name ‘Bistro’ for their cooked meals range, to provoke the feeling of restaurant quality at home, with a more everyday, accessible tone of voice.