Rebranding and repackaging Walker's Shortbread.
A new bake on Scotland’s No.1 food export.
We’ve repositioned, rebranded and repackaged Walker’s Shortbread. The iconic Scottish family company founded in 1898 by Joseph Walker is one of Scotland’s greatest exports, now sold in over 100 countries. A forerunner to the launch of its full, repackaged global range, we developed a sub-range of ten products, initially on sale in Waitrose.
Following consultation with staff and family members, and consideration of category and global consumer trends, we redefined the strategic brand narrative, including a new brand positioning - Scotland at its finest - and product story.
We redrew the logotype from an original piece of hand painted sign writing found in the family archives.
We redesigned the iconic Walker’s tartan, modernising it to make it a proprietary asset which is easier to apply and ensures greater consistency across a wide range of pack formats. A “W” edging device was also introduced making the brand even more recognisable on shelf.
We took the major step of introducing an apostrophe in the brand name to recognise the role of founder Joseph – and the wider family by extension – in its ongoing success. This is locked up on pack with the Royal Warrant which has been awarded to Walker’s in recognition of the superior quality of its shortbread.
The original, and much imitated, tartan trailblazer of its category gets a facelift with a modern, redrawn and more measured use of tartan to improve shelf stand out. The Walker’s ribbon, a core element of the new design system, provides continuity across all products in the Walker’s range.
To fully communicate the depth of the Walker’s story on pack and in their wider communications we created a range of supporting brand assets.
The founder of the company and the creator of the original recipe still used today, Joseph’s signature has been redrawn and reintroduced as part of the brand identity.
A depiction of Prince Charlie’s Farewell to Flora MacDonald by G.W. Joy has featured on Walker’s packs since the family hung the original painting in its Speyside home. As every delicious bite of Walker’s shortbread is a memorable Scottish-made moment in its own right, it seemed only appropriate to redraw the image in keeping with the new packs.
We created brand guidelines to ensure the consistent application of the brand at all times, including the packaging for wider UK and international distribution.
We art directed new product photography for the packs and lifestyle photography for advertising.