Markenrelaunch / New Positionierung
Winner
Excellent Brands
Fast Moving Consumer Goods
Credits
Company / Customer
Agency / Design
Details
The goal was to clearly differentiate from the competition, strengthen the brand’s emotional appeal, and impress with a strong presence. To achieve this, the brand logo, product range, and all relevant touchpoints of the premium heritage brand were purposefully modernized.
The Jury‘s Statement
In a confectionery segment marked by strong interchangeability, Cavendish & Harvey redefines its role: away from a distant connoisseur image and towards a brand for small positive moments in everyday life. This repositioning is carried equally by the modernised logo and the packaging system across tins, jars and pouches. Clear information hierarchies, distinctive fruit coding and the deliberate use of gold strengthen presence and recognition on shelf. The brand world, maintained consistently across all touchpoints, anchors the positioning where purchase decisions are made quickly.
