Cranks

Way back in 1961, Cranks became the UK's first ever vegetarian restaurant. Since then the company has diversified into food manufacture and today offers an appetizing range of breads, sandwiches, salads and sauces.

Our challenge was to help reposition the range by designing bold, new packaging that would allay misconceptions about vegetarian food being boring and appeal to new audiences.

We took Cranks new 'Eat Good, Feel Good!' proposition and used it to break free from the traditional vegetarian design cliches that were stuck in the 1960s.

We introduced vibrant graphics and clear, honest, on-pack communication, with a fun quirky edge.

Following the rebrand, with no direct media support, the Cranks brand saw a marked increase in fortunes.

The new pack designs were a big hit with customers. Bread sales increased almost immediately by 50%, sandwiches continued to grow in both rate of sale and range offering and the brand entered several new food sectors including salads, wraps, noodles and juices.

Designs for the new range of vegetable pots launched into Waitrose.