Two leading Cumbrian firms joined forces to take a national design award in a glittering ceremony held in London’s Leicester Square.
Windermere’s creative design agency Nicepond took the 2014 Packaging Design Award at the prestigious Marketing Design Awards for their new brand packaging for Silloth-based Carr’s Flour.
The national award recognised Nicepond’s new branding for Carr’s, which was judged to combine a contemporary feel with Carr’s long heritage to create packs that stand out and show off the quality of the flour.
Carr’s produces high quality flours, used by some of the UK’s largest and best-loved bakers, as well as respected cooks and chefs.
They employ around 60 staff in their factory and offices beside Silloth dock, and started milling flour in 1836. Carr’s developed a policy of sourcing the finest wheat from across the globe and their flour is found in trade and artisan baking throughout the UK. The company’s founder, Jonathan Dodgson Carr, was the inventor of the original automated biscuit dough cutter.
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.
Duncan Monroe, Managing Director of Carr’s Flour, said: “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.”
Mark Morrison, managing director of Nicepond said: “We love working with food brands so we were delighted when Carr’s asked us to help with their brand and packaging. We listened to their remarkable story and then helped them broaden their appeal to take advantage of the booming interest in baking.”
The new packaging was designed to represent Carr’s brand essence as a manufacturer of a high-end quality ingredient; a modest British brand rooted in Cumbria; the heritage and craftsmanship integral to the Carr’s brand; the company as a modern miller; and the feeling of home evoked by baking.
Nicepond also designed a new website which introduces the new pack range, with information about Carr’s history and recipe ideas and tips. (www.carrsflour.co.uk)
Nicepond, based at Ashleigh House in Windermere, is one of the region’s leading strategic branding and design consultancies. They have a team of creative design and marketing professionals who have built a solid reputation for excellence in brand identity and marketing communications, particularly in innovative packaging. They work for a number of leading Cumbrian companies including Lakeland and English Lakes Hotels.
The Marketing Design Awards were established to celebrate the very best examples of design excellence and inspire marketers to strive for and demand brilliant design. Judges for the awards included Andrew Barraclough, VP of design at GlaxoSmithKline, Frank Stephenson, chief designer at McLaren and Letty Edwards, marketing director at Fox’s Biscuits & Avana Bakery.
Nicepond’s designs for Carr’s Flour were up against serious competition in the Packaging category including a redesign of Westons Old Rosie; new Muller Corners by Coley Porter Bell; Fortnum & Mason Iconic Tea range re-design and Dragon Rouge designs for new yoghurt product Oykos