Biles Hendry designs new McAllister’s biscuits range for Lidl
Posted by: Biles Hendry
Date added: Tue 10 Jan 2017
While this offering is private label, Lidl sets out to build brands in store and as such this range does not carry the Lidl mark.
The range is a celebration of Scottish baking and encourages consumers to trade into the retailer’s own-label portfolio, widening the basket of high quality goods available, and thus contributing to and increasing the quality perception of the Lidl brand.
The brief was to create distinctive and desirable packs that capture the imagination, and which can compete with premium supermarket offerings.
Biles Hendry developed designs featuring illustrations of archetypal Scottish animals, such as a highland cow, blackface ram and mountain hare wearing traditional Scottish dress with human bodies, for the higher tier. The juxtaposition of the animal head and human body provides eccentricity and sense of fun rarely seen in traditional biscuit packaging, whilst imbuing the products with a strong sense of heritage and provenance.
The lower tier sees the quirky characters step aside but retains the ‘Glasgow school’, Rennie Mackintosh’esque background pattern details and features photographic serving suggestions.
The new range has been rolling out into Lidl stores across the UK since Autumn with range extensions reaching the stores in time for Christmas, and includes: Luxury Oat biscuits in Apple & Cranberry, Coconut & Treacle, Dark Chocolate Ginger and Sweet Oat variants; as well as Shortbread Rounds, Chocolate Chip Shortbread Rounds and Shortbread Fingers.
Other articles by Biles Hendry:
Superdrug asked Biles Hendry reinvigorate their range of dry shampoos, to give the reformulated products, packaging that would show the Superdrug offering to be a worthy competitor to market leader Baptiste.
Fri 20 Jan 2017
Leading UK wine maker and importer Boutinot asked Biles Hendry to rebrand their Montevista range, a selection of Chilean wines comprising a Sauvignon Blanc, Chardonnay, Rosé Sauvignon Blanc, Merlot, Cabernet Sauvignon, and a Carmenère.
Mon 16 Jan 2017
Biles Hendry was asked by leading UK wine distributor and producer Bibendum to create a new range of Argentinian wine, consisting of a Pinot Grigio and a Malbec.
Wed 04 Jan 2017
Biles Inc. was briefed by Superdrug to extend its best selling Solait sun lotion range to include Infrared protection variants.
Thu 31 Mar 2016
Biles Hendry focuses on clean, simple design to optimise the childlike qualities of Ella’s Kitchen on the relaunch of their baby dry cereal range.
February sees Ella’s Kitchen® rolling out new packaging for their baby dry cereals, with design by Biles Hendry
Mon 01 Feb 2016