Creating the essence of Yorkshire for the most British of brands
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 delicious soup, as good as the best of homemade.
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 market had expanded hugely, and this market leading fresh soup was becoming lost on shelf in a sea of colourful challenger pots. And at a time when foodie shoppers had started favouring home-made soup due to having more spare time with Covid.
Our challenge was to create a fresh-new ownable brand design that played into the heart of the brand: “the best of Yorkshire in a bowl”. The packaging design needed to reflect the quality of the ingredients hailed from the Yorkshire Dales to support a premium price point but also have stand out at shelf.
We began by amplifying the brand’s Yorkshire-ness by drawing on the features of the rural and rugged landscapes the county is famous for. We curated a series of illustrations, featuring the iconic drystone walls for the brand’s Hearty range of soups and the rolling Yorkshire dales for its Silky range. We worked in vivid colours, to evoke nature at its best. And recognising the brand name was a key but recessive asset, we made it work harder, sitting it on a piece of textured Yorkshire slate – creating a new asset to support the brand’s onward expansion as 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.