Our work for Shamrock

Shamrock Raisin Eddie brand development

13 August 2008

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. Enter the 2008 version of the new super cool Raisin Eddie! The key design feature is Raisin Eddie himself. We illustrated Eddie in a fresh, fun and funky style appealing to both kids and parents alike. The pack designs are treated in a colorful, fun way to directly reflect the character's vibrancy. A wide variety of packs were produced: Organic Raisins, Californian Raisins, right through to the Raisin mixed packs containing Apples, Apricots and Sultanas. The range is launched in August 2008 and you'll soon see Raisin Eddie hitting shelves nationwide.

Shamrock brand identity

07 April 2007

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

03 March 2007

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.

A natural colour palette was chosen with a cream background for the packaging and the Just logotype applied in a warm nutty brown. The halo and the product variety are then colour-coded across the packaging. The window on the packaging was framed within a cloud shaped frame.

A number of chocolate and luxurious products were also introduced and on these the halo was replaced with horns and a dark background was applied to the packaging to suggest a more indulgent product. The window was framed by a flame shaped border. This new packaging look was applied across a wide range of products from bags to tubs and labels.

Shamrock brand positioning strategy

15 November 2006

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. Baking as a category was declining, yet Shamrock product sales were increasing. However, a number of new entrants in the marketplace were beginning to take market share, particularly in the snacking area.

The core objective of this BrandScope 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. The process combined internal interviewing and external research - focus groups with women, both parents and singletons, exit surveys with customers and key interviews with industry influencers. A communications audit provided a holistic view of the brand identity and its communications effectiveness. By gaining insight into the total consumer brand experience we were able to recommend a viable brand development strategy.

The strategy resulted in the division of the Shamrock product portfolio into three sectors - baking, culinary and snacking. The Shamrock brand mark was seen as too basic and not always well reproduced. We recommended evolving the mark into a more sophisticated form that would maintain the existing feel but deliver a more refined message. Snacking range packaging was found to be too colourful and unnatural. We recommended altering the packaging design to reflect the wholesome, healthy nature of nuts, seeds and dried fruits.

It was decided that the culinary and snacking sectors would be given a new name and identity, and that the baking products would be redesigned to reflect the more traditional aspects of that category.