With ambitious plans for growth, Virginia Hayward recognised that they would need to include an overhaul of the existing identity in their strategy. The look and feel of the brand and messaging had become tired, inconsistent, and diluted across the various touch-points. The key annual campaign, the Christmas brochure, together with digital applications (namely website and e-mail marketing), were the key areas of communication and thus, our main focus.
We started by conducting a full brand review to engage the key stakeholders. This ensured a full understanding and agreement of the objectives, target audiences, positioning, characteristics and values.
The resulting identity fuses contemporary and traditional British styling, and draws attention to the strong heritage of the brand. This is complimented by an evocative and warm tone of voice that enhances the personality of the brand. The full set of brand assets also includes illustrations and patterns by Steve Noble which playfully communicate the hamper products.
The new direction for the annual Christmas campaign hinges on a set of lifestyle images that we meticulously planned and art directed. Throughout the brochure and digital assets, the photography combines with emotive messaging to showcase the hampers and create desirability of the hampers.
“Salad have continuously delivered commercially creative design work to a high standard and followed through the project professionally to completion.”
Gin Hayward, Managing Director, Virginia Hayward.