Challenge

To reposition Duerr’s to reflect its purpose and its huge history, giving consumers and retailers a real reason to buy the brand that was more than just product-based

What we did

Using the brand’s Manchester heritage and community links we created a foundation for good with a new “Manchester Made” positioning that strengthened brand presence by creating a collectable range of art works from Mancunian Makers – a strong brand story that extended beyond the pack.

Results

A shift from generic product to a brand with purpose. What’s more we achieved space and weight efficiencies across the range, delivered through structural changes to the glass jar, whilst sizing considerations allowed retention of the easy-open “orbit” two-piece lid, ensuring ease of opening and inclusivity.