Biles Hendry creates a new look for independent snack maker Burts


The brief included the logo evolution, crisp and NPD core ranges, as well as brand partnership limited editions with the likes of the RNLI. Biles Hendry’s strategic and creative teams were tasked with helping realize Burts’ ambitions to grow brand influence in the craft snacks category.

Teasing the essence of the brand, Biles Hendry captured the honest and straightforward passion that Burts exudes, and the emotional connection the company has with people and place; while increasing its position as high quality and hand-cooked in small batches.

The packaging features photographs of Devon farmland and scenery, reflecting the fact that not only are Burts crisps made in Devon, but its seasonings contain ingredients from independent companies such as Spoiled Pig Farm, Quicke’s Cheese and South Devon Chilli Farm.

The language on the packaging is straightforward, and the flavor descriptors are presented in bold bold honest text. Biles Hendry chose to reinvigorate dark blue as a brand color, helping to bring brand cohesion and strong shelf presence.

The logo was redesigned to add craftsmanship to the letterforms and instead of the previous generic underline, a knotted rope was introduced. The two ropes, tied together by a knot, symbolize both Burts’ close connection to people and partnerships, as well as his roots on the South Coast and his home of Plymouth, famous for its naval history.

Further celebrating Burts’ keen eye for quality, dedication, care and connecting with people, the back of the packages features the name of the potato grower, as well as the person who cooked the fries. by hand in each bag.

In addition to offering hand-cooked fries, the company is leveraging its manufacturing capabilities with the launch of innovations such as lentil chips in the “better for you” segment and also ridge-cut chips. . The new products are part of the Burts family but present a distinct proposal from the design of the basic range. Biles Hendry also created a unique packaging design for Burts’ brand partnership with the Royal National Lifeboat Institution (RNLI) for their new limited edition Prawn Cocktail flavor crisps.

Dave McNulty, Burts CEO, said:We at Burts are absolutely thrilled with the new packaging. The design is truly amazing and we’ve had universally positive reception so far. It’s recognizably Burts, but communicates far more than the old design, ensuring consumers get an accurate sense of who we are..”

Anthony Biles Creative and Strategic Director at Biles Hendry said:The new logo and packaging reflect Burts’ care and craftsmanship, with care and craftsmanship in design. Burts goes to great lengths to make sure their snacks taste the best and are of the highest quality: they are true experts. What stands out is how much they genuinely care about their consumers, their suppliers and their own team; and the importance to Burts of their roots in Devonshire.

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