Unlock the World's Larder
Merchant Groumet
WHAT WE DID
Creative direction, pack design and hierarchy, illustration, packaging rollout and artwork, trade presenter.
HOW IT WENT
Since the launch of this packaging refresh in 2016, Merchant Gourmet have successfully carved a space in the ‘heat and eat’ pulses category, listing in Morrisons, Sainsbury’s and Waitrose.
The Challenge
To inspire adventure-loving foodies who love the idea of cooking from scratch, but might not have the time with plant-based ingredients. The brief included an added challenge of creating a red thread through a diverse range of NPDs and seasonal favourites. Most importantly - Merchant Gourmet were at a pivotal point in their journey, seeking lucrative listings in national retailers for traditionally unexciting kitchen staples like the humble lentil.
The Approach
Merchant Gourmet’s packaging before rebranding was a deep blue, which didn’t allow for distinctiveness and ownability. Understanding that flavour, experience and accessibility are key purchase drivers, our Creative Director conceptualised patterns that nod to the multi-cultural table. At the same time, individual product palettes reference cultural origin and taste experience.
The Outcome
Since the initial design and re-brand in 2016, our creative Director Emma’s vision for the brand has stood the test of time, still going strong and entering new categories 7 years after launch. Cleaving market share from category titans Jamie Oliver and Tilda Rice, Merchant Gourmet’s mission of, ‘making plant-based ingredients like lentils the main ingredient in meals’ (Grocer 2022), has landed them listings in Waitrose, Sainsbury’s and Morrisons.
