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Leith Agency

The Leith Agency designs first consumer brand for Macphie

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By The Drum Team, Editorial

June 11, 2010 | 2 min read

Macphie of Glenbervie, the food ingredients manufacturer, has launched DeviliShh, its debut consumer brand, at the Taste of Grampian food festival.

The puddings and sweet sauces, which include crème brulée, panna cotta and crème caramel, mark the company’s first foray into retail brands and are part of the firm’s plans to double its turnover to £80m over the next ten years.

Macphie appointed The Leith Agency’s brand design arm Leithal Thinking to develop the brand’s name, positioning and packaging design for its range of desserts.

Macphie head of marketing Paula Cormack said of Leithal Thinking’s work: “We wanted to enlist the help of The Leith Agency to help us tease out the emotional core of what we know to be outstanding products. We’re delighted with the end results and are confident people are going to love the convenience and sheer indulgence of these cheeky, posh puds.”

And Leithal Thinking's Edward Appleton added: “The task for us was to create a brand that really stood out from the crowd. DeviliShh was one name that captured the core proposition of cheeky posh puddings. It also turned out to be a real winner in consumer research when we brought it to life on-pack. We think it captures the sense of indulgence and wickedness perfectly.”

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