Pilgrim’s Food Masters-owned Richmond is rolling out new packaging across its entire portfolio. The redesign was created by brand identity agency Bloom.
While retaining Richmond’s ‘instantly recognizable’ green rolling hills and ‘rich’ colours, the new packaging now has more ‘warmth’ and ‘depth’ in design.
The new design also makes ‘strides’ for Richmond in reaching its sustainability goals: 40% of plastic used has been removed from the Fresh Pork range, whilst the Frozen Pork range now has 33% less packaging, saving more than 42 tonnes of plastic annually.
Recyclable top-film has replaced existing lidded film in the Chicken range, making the product 100% recyclable from kerbside.
“We are thrilled to show off this new packaging for Richmond; the first strategic redesign we’ve undertaking in more than five years,” said Chris Doe, Marketing Controller for Pilgrim’s Food Masters. “The growth and maturity of the Richmond brand has been astounding – we’re now as famous in Meat-Free as we are in Pork Sausages.
“This new, modern design marks the start of a new era for us and is more reflective of where we are now as a brand. It’s an exciting time as we continue to launch into new categories, and this design supports us by providing a contemporary, cohesive look and feel. We’ve also taken this opportunity to make our packaging more sustainable, ensuring this refresh matches our goals as a business.”
The updated design has also extended to Richmond’s online presence.