Princes: Branding

Princes, a food and drinks brand, redesigned its packaging with bold, bright colours and made the 'P' in its logo its accent feature to symbolise pride on the shelf and increase sales in the UK.

Executive Summary

Originating from Liverpool, Princes has been a household name in British homes for over 120 years.

The brand has a vast repertoire of products in a number of different sectors within the wider canned and ambient category.

Princes recognised that family life has fundamentally changed; our working lives, family structures and values have shifted. As such, Princes needed to attract a wider and younger shopper base with a more distinctive expression as well as re-framing