Nairn’s has revealed new-look packaging to be rolled out across all its product ranges.
Working with designers Pocket Rocket Creative (PRC), all packaging will retain its signature tartan – closely associated with Nairn’s – with new hand-painted versions using brighter colours.
Nairn’s said the refreshed packaging would appeal to “lifestyler” consumers. After a year-long process, the new packs will be working their way into stores nationwide.
Emma Heath, head of marketing at Nairn’s, said that although the company had a refreshed look and feel, the principles remained the same.
“In recent years, we have expanded our portfolio and sought to realign the Nairn’s brand with a healthy, balanced lifestyle for all the family, so it was important the packaging reflected this and stayed true to the Nairn’s philosophy of simple, natural and wholesome,” said Heath.
“Pocket Rocket Creative has done a great job of meeting the brief; they understood our brand challenge to make the brand more contemporary, appetising and appealing. Early consumer feedback has been really positive.”
In August, Nairn’s added Super Seed Oatcakes to its gluten-free range.