A much-loved brand with three generations of food heritage, an iconic relish made to the original Allen family recipe, using real ingredients. But mums with growing households who care about food and want to make mealtimes feel a bit special were defaulting to the familiar, tried-and-tested brands. Ballymaloe was admired, but thought of more for special occasions, not for the everyday.
Ballymaloe
If Ballymaloe wanted a place at everyday meals, to be the brand worth paying a bit more for, worth choosing to make a Monday feel special, the range had to look the part. The range needed to feel more considered, more modern, and to dial up its foodie credentials.
The answer was a new pack architecture. Built to enhance the brand and tie the range together on shelf but also keeping everything consumers already loved, the premium and the provenance, while adding the modernity to earn Ballymaloe a place in everyday meals.
At its heart, a holding shape, a central cream panel that pulls the portfolio together. Dark grey brandmark on cream, always, so Ballymaloe is the first thing the eye finds on any product. From the architecture, the craft followed. We sharpened the brandmark around its most distinctive feature: the turret and redrew the wordmark to feel like modern heritage.
Behind the panel, we created a leaf and floral pattern taken from the Myrtle tree at the entrance to Ballymaloe House which was a quiet nod to founder Myrtle Allen. We layered in a feeling of great taste with hand-drawn flavour ingredients on every product.
The range now holds on a busy shelf, with the Ballymaloe brand name the first thing shoppers see. The system was built to stretch and it has. New products and formats have joined the range since launch.