Case study
Mrs Darlington's
Mrs Darlington's jams are famous for their quality and taste. Their ‘farmhouse’ brand is no accident. Mrs Darlington still runs the business albeit no longer from the farmhouse kitchen. The mop caps and hand-finished jars had become an icon and the family wanted to expand the business and make the most of exporting opportunities whilst maintaining brand loyalty. They identified a need to strengthen the position of the brand to help develop the overseas markets and make their product range more recognisable. Red Fred were employed to create a new identity and consolidate the packaging and marketing materials.
We decided on a tactic of evolution rather than revolution. We took the iconic mop cap and personal quality, working extensively through colour variations and label printing requirements, to create a new clear and distinguishable identity that retained all the positive aspects of the brand. We developed the identity through the packaging of the various product lines and onto the brochure where our photography placed the products into an ideal scenario which will help to demonstrate the brand's position in the market.
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