Carr’s new pack scoops award

A packaging makeover for flour brand Carr’s has been recognised, with a design award for the agency behind the transformation.

Nicepond, based in Windemere, won the 2014 Packaging Design Award at the Marketing Design Awards for its new pack design for Carr’s Flour, beating off competition from the likes of the Fortnum & Mason tea range redesign, and new-look Müller Corners.

Carr’s, which supplies bakers, cooks and chefs across the UK, employs around 60 staff in its factory in Cumbria. The company wanted to develop a stronger and more confident brand and create a striking on-shelf appearance to reflect the premium product inside the bag, said Duncan Monroe, managing director of Carr's Flour.

Monroe added: “We are thrilled with our new pack design. We wanted a design with a real ‘on-shelf’ presence and Nicepond definitely achieved that.

“The new pack is a massive change for us, but the moment we first saw the design, we liked it. It says everything we want to say about the Carr’s brand. The response from both the trade and consumers has been extremely positive and year-on-year sales are more than 25% up.”

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