Ginsters new packaging design on some of its products

Source: Ginsters

Savoury pastry specialist Ginsters has revamped its packaging design as it looks to celebrate its use of local ingredients and draw new shoppers to the category.

The new look draws inspiration from Ginsters’ Cornish heritage and features black & white illustrations of landscapes with bold flashes of colour alongside photos of its products.

It will be rolled out across its portfolio, including Cornish pasties, sausage rolls and Peppered Steak Slices, from 30 August.

The last major overhaul for Ginsters was in 2018, when it unveiled a refreshed logo and new pack design created using a traditional wood carving technique to highlight the company’s heritage.

Ginsters said now is the right time to evolve the brand identity, telling the story behind the ingredients whilst enhancing taste appeal.

Over the past few years it has focused on communicating its provenance and ingredient story. Its portfolio of pastries is crafted with no artificial colours, flavourings, or preservatives, and uses locally sourced vegetables and 100% British meat, the firm said. The new packaging will also help to cement this message with consumers.

A Cornish pasty on a blue plate with a knife & fork next to it

Source: Ginsters

The Ginsters packaging from 2022 as seen in its TV advert

Design agency Bloom was tasked with creating the new look – one which was ‘instantly ownable and distinctive for the brand’. Ginsters wanted a design that reflects ‘more taste, more personality, and more quality’ to deliver stand out at fixture.

“An antidote to the monochromatic grey tones of the current packaging, Ginsters’ brighter brand identity and newly evolved brand positioning deliberately evokes more emotion and wholesomeness of the delicious product inside,” the agency said.

Ginsters hopes the new identity will drive sales for the brand by enticing new consumers to the category.

“We believe our bold new brand identity will excite our retail partners and will help build on Ginsters position as the beacon brand for the category,” said Ginsters marketing director Emma Stowers.

“The new design delivers standout and visibility which in turn will benefit the category by attracting more shoppers to the fixture, while also making the portfolio easier to shop, which will aid conversion – a win-win situation for all.”

Ginsters has sought to tap into the impulsive nature of savoury pastries in recent years with limited-edition NPD, which taps into on-trend flavours and dietary requirements. These include a Creamy Tomato, Chicken & Mozzarella Slice, Meatball Marinara Bake, and plant-based Bombay Potato & Spinach Pasty. This, MD Sam Mitchell told British Baker, would help to broaden the brand’s appeal to younger consumers.