FRIDAY 7 SEP 2012 3:15 PM


A plethora of new and small food companies have been rebranding recently. The past few weeks have seen Wyke Farms, Harriet’s Jolly Nice, Maldon Salt and Bowmore Distillery ramping up their branding efforts or redesigning their brand identities. Add to the list the New Covent Garden Soup Company and Joe’s Tea Company.

In a literally crowded market, small or new food companies are using inventive branding devices to help their products stand out on the shelf. The soup and tea purveyors are each undergoing a redesign of their packaging and rebranding of their image.

Joe’s tasked Echo, a design agency, with establishing the company’s brand identity in a crowded market and breathing life into the tea industry. The London-based company was founded earlier this year and has settled on a brand image that features reimagined livery crests.

Echo senior designer Chirsty Davies says, “In highly competitive markets such as tea, design and brand personality play an even bigger role – the beauty is taking all of the smart thinking you do beforehand and creating something that looks so comfortably simple, yet each layer reveals a deeper chapter of the brand story.”

The New Covent Garden Soup Company, which has been around for 25 years, partnered with BrandOpus to redesign the company’s chilled soup cartons. The new imaging will feature a crate full of ingredients to emphasise the company’s excellent ingredients. But the new cartons are not radically altered from their earlier incarnations.

To read more about recent rebrandings in the food industry, see the following links:

Communicate will be accepting entries in late autumn for the 2012 Transform Awards, celebrating the best in European rebranding.