Shamrock: Raisin Eddie Brand Development

Raisin Eddie, a children's raisin snack from Shamrock, was launched a few years ago but was in need of revamping to refresh the overall offering. The product range was also to be diversified and broadened to cover many more varieties of raisins and dried fruit mixes.

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Shamrock: Brand Identity

BFK have evolved the Shamrock brand mark into an almond shaped device and added an extra colour to create a sense of depth. The Shamrock logotype has been given a drop-shadow for definition and a white keyline has been applied around the green shamrock icon to avoid printing issues. This new shape is easier to apply on packaging formats and allows for more flexibility than the previous brand mark.

Shamrock: Just Packaging Range

Shamrock had an existing range of culinary products selling under the 'Just' name and it was decided that this name should be redesigned into a more enticing offer and applied across all products. We created a contemporary logotype for the 'Just' brand using a friendly script font and applying a halo over the letter 'u' to suggest the healthy nature of the range.

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Shamrock: Brand Positioning Strategy

Shamrock Foods Ltd is Ireland's leading food sales, marketing and distribution company. The main focus of our research was the Shamrock brand with its diverse range of products – from baking to culinary to snacking – which needed to be managed to retain consumer relevance. The core objective was to identify a more sustainable and competitive positioning for Shamrock in the baking and snacking product categories. The value of the Shamrock brand's heritage in the context of new consumers was researched.

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