Macsween Haggis
Voted Scotland’s Most Loved Haggis, Macsween adopted a new packaging concept to bring this message to the fore.
Being voted Scotland’s ‘most loved’ was something to shout about! Rather than just add an additional sticker to existing on pack promotions we looked to design a new label to incorporate it into the brand and messaging. It had to stand out on-shelf in a crowded product market, allowing us to build upon the existing brand standing.
The product was also relaunched in Canada after 46 years. We designed POS and directional items to reintroduce it as a versatile ingredient to a new audience. The aim was to showcase the product as an everyday item, not just for seasonal events. Working closely with PR and social agencies we created a truly integrated campaign.
Scotlands most loved
We adopted a heart icon to modernise the message with a softness and an easily recognised on pack design. Allowing identification between the traditional haggis and the vegetarian option which was increasing in popularity. We simplified the traditional tartan into a graphic device to give a fresh look and introduced a script font to give lightness and a personal touch to the design.
We explored outer packaging to create celebration and gift packs to separate from the every day product, leaning on the history of the brand and modernising the more traditional elements. We bought in a monochrome tartan design to give a stand out foundation and strong on-shelf presence. The heart design was continued as a cut out detail revealing the colour of the inner packaging.
Ensure your messaging grows with your product. Find a new or emerging audience by keeping your brand current and fresh.
Consistency is key when engaging with customers. Building long term relationships brings brand loyalty and having them along on the journey means they can grow with your product and brand. Introducing your product to an international audience can bring it’s own challenges. From perception to language you may need to adapt your messaging without diluting your values. Leading with your ’why’ allows customers to understand your brand from the inside out.
Services in this project
Branding
Styling & Strategy
POS Design
Packaging
Experiencial Marketing
This work was undertaken in my role as Head of Design, The Shine Agency, Glasgow.