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Vibrant heritage of sausage store embodied in new sleeve graphics

New design for beloved brand of U.K. pork sausages connects consumers' desire for authenticity with the product's vibrant heritage.

Pw 46866 Simply Sausages X3 Above

When tasked recently with redesigning the brand identity, tone of voice, and graphic design for four varieties of Simply Sausages gourmet British pork sausages from U.K. food supplier Cranswick plc, design agency Pearlfisher sought to connect consumers’ current desire for authenticity with the brand’s colorful heritage. The 20-year-old Simply Sausages line was created by “sausage guru” and executive chef Martin Heap, known for his open, warm, and eccentric character and his lively, tradition-rich gourmet sausage shop, Heap’s, of Greenwich Village, London.

“Pearlfisher’s Future Insight recognized that consumers are looking deeper into the sources and preparation of their food, returning to recipes that have been handed down over generations, searching for a connection with their food, with the process, the detail, and the ceremony,” says Pearlfisher creative director Natalie Chung. “The opportunity for Simply Sausages was to place this new search for connection at the heart of the brand. The design needed to reflect the expertise of Martin Heap and the vibrant retail theatre of his legendary sausage shop in London.”

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