Clarks Maple Syrup rebrands with the help of Leahy Brand Design to drive growth

Since its launch in 2008 Clarks has been producing quality maple syrup in the UK with the brand name taking a backseat. Since making the decision to diversity its blended maple syrup products to offer pure maple syrup and honey as well, the brand decided the Clarks name needed to stand out on its own as a strong brand.

Bob Clark, CEO of Clarks, commented: “Our market has grown by 25-30 per cent over the past couple of years and looking ahead, we project a strong trajectory of 35-40 per cent for the coming year. As consumers are more and more aware of the real health benefits of natural maple syrup we needed to bring the Clarks brand up front to capitalise on future opportunities. That's when we turned to Leahy Brand Design”.

Of the activity Leahy Brand Design managing director, Tim Leahy, said: “The challenge of the project was twofold; to connect consumers with the Clarks brand in the whole world of syrups with a strategic review of the brand and creation of a competitive positioning, followed by the redesign of their core Maple Syrup range.

“We created a 'Clarks It!' poem as a rallying cry for the brand to do more with syrup and this in turn influenced our bold and playful maple leaf 'splat' as a distinctive, simple and own-able brandmark. The brandmark and packaging design is designed to show consumers that maple syrup is fun, not just for Pancake Day, encouraging the whole family to experiment and 'have a go'.”

Clark continued that the brand was “very happy” with Leahy Brand Designs work, with Leahy adding: “It has been fantastic working with Bob and the team and we are all proud to play a part in what will surely be an even more successful future for the Clarks brand.”