Markenrelaunch / New Positionierung
Winner
Excellent Brands
Product Brand of the Year
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 the fruit sweets segment, Cavendish & Harvey faced the task of moving a strong heritage brand from a somewhat distant connoisseur aesthetic towards an identity with greater everyday relevance and emotional resonance. The relaunch sharpens this repositioning through a clear focus on fruit, a modernised logo and a packaging system that strengthens orientation and presence across tins, jars and pouches. Particularly for a product brand, this thorough development of all touchpoints is crucial, because it does not merely claim recognition but establishes it concretely on shelf, online and at the point of sale.
