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Richmond unveils new packaging, marking a new era

Richmond, part of Pilgrim’s Food Masters, today announces the launch of its brand-new packaging, rolling out across the brand’s entire portfolio. The redesign marks a significant moment for Richmond which has successfully grown and developed its reputation beyond pork sausages in the last three years, ushering in a new era for the brand. The evolved design builds on the brand’s strong heritage in a contemporary and emotive way, whilst retaining instant recognisability on-shelf for families as Richmond continues expanding into new categories and formats.

Created by brand identity agency Bloom, the new design incorporates top-down, modern photography to inspire shoppers with recipes and show the many ways the Nation’s Favourite brand can be served at mealtimes. The evolved visual design retains Richmond’s instantly recognisable green rolling hills and rich colours, but now with more warmth and depth in design. Sweeping banners provide a modern touch whilst ensuring differentiation between products, while the iconic Richmond house has been reimagined with more detail, now incorporating the brand’s “Nation’s Favourite” status clearly on pack.

In the past three years, Richmond has unquestionably stretched and evolved from being known for its iconic Pork Sausages to becoming one of the biggest players in Meat-Free, helping to make it the 49th biggest brand in grocery. As the brand continues to innovate and debut in new categories, the packaging will be critical in ensuring the range comes together cohesively, helping shoppers quickly spot new formats and proteins.

Having signed the industry-wide Plastic Pact, a commitment to make 100% of packaging reusable, recyclable or compostable by 2025, the new design makes strides for Richmond in reaching its sustainability goals. 40% of plastic used has been removed from the Fresh Pork range, whilst the Frozen Pork range now has 33% less packaging, saving more than 42 tonnes of plastic annually. Recyclable top-film – first seen on Richmond Meat-Free Bacon – has replaced existing lidded film in the Chicken range, making the product 100% recyclable from kerbside. In addition. the ‘peal and reseal’ nature helps the products stay fresher for longer, reducing food waste.

“We are thrilled to show off this new packaging for Richmond; the first strategic redesign we’ve undertaken in more than five years,” said Chris Doe, Marketing Controller for Pilgrim’s Food Masters. “The growth and maturity of the Richmond brand has been astounding – we’re now as famous in Meat-Free as we are in Pork Sausages. This new, modern design marks the start of a new era for us and is more reflective of where we are now as a brand. It’s an exciting time as we continue to launch into new categories, and this design supports us by providing a contemporary, cohesive look and feel. We’ve also taken the opportunity to make our packaging more sustainable, ensuring this refresh matches our goals as a business.”

Commenting on the design, Jonny Harris, Design Director at brand identity agency, Bloom said: “Our focus was to evolve Richmond’s brand identity into a vibrant and modern visual space whilst creating a new range navigation system that is fit for the future. Our design and illustration team developed a world filled with craft and pride, bringing to life Richmond’s rich Irish heritage and a sense of rural freshness. The whole range has been updated with a suite of new assets and modernised photography, and the result is a new identity full of meaning that instils a sense of belonging and a warm welcome.”

The updated design has also extended to Richmond’s online presence, with new optimised renders for e-commerce, making it easier for consumers to shop across the range online.

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