Yorkshire Provender

Capturing the essence of Yorkshire

Inspired by the fresh herbs and seasonal vegetables growing near her farmhouse in Yorkshire, Belinda Williams founded Yorkshire Provender in 2004 with a mission to make and sell soups as good as the best of homemade. The brand’s premium soup packaging brings this freshness and authenticity to life, highlighting natural ingredients and delivering a visually appealing, high-quality presentation that resonates with modern consumers.

When Hain Daniel asked us to work with them on a rebrand in 2021, having acquired the brand in 2017, the premium chilled soup category had expanded hugely, and this market-leading fresh soup was at risk of being lost on shelf amid a sea of colorful challenger pots. At the same time, foodie shoppers were increasingly favouring homemade soups, inspired by having more spare time during COVID.

Our challenge was to create a fresh, ownable brand design that celebrated the heart of the brand: “the best of Yorkshire in a bowl.” The premium soup packaging needed to reflect the exceptional quality of ingredients sourced from the Yorkshire Dales, support a premium price point, and deliver strong shelf standout that captured attention and conveyed authenticity.

We began by amplifying the brand’s Yorkshire-ness, drawing inspiration from the rugged, picturesque landscapes the county is famous for. For the Hearty range, we curated illustrations featuring iconic drystone walls, while the Silky range celebrated the rolling Yorkshire Dales. Vivid colours were used to evoke nature at its most vibrant and fresh. Recognising that the brand name was a key but previously understated asset, we elevated it by placing it on a piece of textured Yorkshire slate – creating a striking new element within the premium soup packaging that reinforces the brand’s authenticity and supports its expansion as a market leader.

Our work even helped increase Yorkshire Provender’s revenue by 26% in the first year the new design appeared on shelf, contributing to an overall sales uplift of 17% for Hain Daniels fresh soups in 2022.