Pearlfisher redesigns Irish porridge brand White's Oats for UK growth
Pearlfisher London has redesigned Irish porridge brand, White’s Oats, to help the company grow beyond Ireland into the UK and cut through an increasingly busy market.
White's has tasked Pearlfisher with regaining its edge and relevancy and work on the brand spanned creative strategy, brand identity, tone of voice and packaging design.
The changes place the oat at the heart of the design to become the focal point of communication surrounded by crafted illustrations to represent the appeal of White's progressive tradition.
Jeanette Clayton, Pearlfisher design director, commented: “The existing oat category expression is fragmented with very little differentiation in terms of personality or look and feel. Most of the brands look the same and use the expected porridge design cues – a warm red and orange colour palette and images that communicate place but not quality.
"This new artistic expression has created a system where the landscape acts as a consistent canvas across the range, whilst various artistic styles communicate the three portfolio pillars, allowing for better range navigation and increased shelf visibility."