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How we helped a food production company expand into retail

The Dalesman Group, providers of bespoke flavours for the meat, fish and bakery industries.

What we did

The company's products were already highly regarded within the food industry - but they wanted to break into the retail market. They asked us to create branding and packaging for a new range of gourmet sauce mixes and stuffings.

Rather than creating individual packaging for the six initial products, we advised the company that creating a brand and packaging style would offer more room for growth and help with positioning.

Gordon Rhodes was the company founder - and we discovered he was quite a colourful character. We decided to build the brand around him. We conducted a detailed retail audit followed by the full design service for the six-product range from name generation and initial concepts through to final print and production-ready artwork.

The results

Gordon Rhodes launched a range of six products in the summer of 2011. These are selling successfully in independent retailers across the UK, and a new range of products is currently being developed to add to the range.

Creating a brand that would stand out in the marketplace and represent our products was key, but we also needed a practical packaging solution that suits our production capabilities and budget.

The Sheffield Hallam team has shown great commitment to our project and provided a full packaging development service, from brand development to pack specification and sourcing. We look forward to continuing our work with them in the future. James Rhodes, director, Gordon Rhodes & Son approached Sheffield Hallam's Design Futures team to devise the packaging for the new range. Our creative design team developed the brand Gordon Rhodes, after the company's original founder.

The new brand reflected the quality element of the product while creating a familiar and friendly character that can be adapted across the whole range and any future additions.

The new Gordon Rhodes range includes six initial products - three stuffings and three sauces. It was launched in September 2011 at the Speciality and Fine Food Fair in London, and retailers and distributors began taking orders.

What they say

This was a new area for the company and Design Futures have assisted us through all aspects of the development. Creating a brand that would stand out in the market place and represent our products was key but we also needed a practical packaging solution that suits our production capabilities and budget.

The team have shown great commitment to our project and have provided a full packaging development service from brand development to pack specification and sourcing. We look forward to continuing our work with them in the future.

James Rhodes, partner, Dalesman Group

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