With three generations of the Willis family still involved in the business, the rebranding of ‘Douglas Willis’ from Croesllan Catering represented a radical transformation. By focussing on the provenance, heritage and the premium nature of the product offering, meant that the brand was more accurately aligned with it’s true position in the market. Nowhere is this more clearly demonstrated than through their multiple retail premises, where all the separate elements of the brand have been brought together including signage, bags, uniforms etc etc.
Following the successful impact of the shops on the business, we were commissioned to design the packaging for a range of branded ‘ready meal’ products to reflect the qualities of the original corporate rebrand.
Initially, 13 different varieties of ready meal were launched, but following their immediate success, another 31 packs have been added to the range. The result… a staggering 40% increase in retail sales, post rebrand.