While the core black pudding was iconic, newer SKUs risked appearing disconnected or generic, lacking the "instant recognition" factor of the flagship product. The brief contained a complex paradox: we needed to improve clarity for new customers while maintaining the specific "traditional" visual cues that loyalists rely on. The challenge was to clean up the noise without sanitising the brand's rustic character.

We retained the beloved vernacular elements—the specific script and colour palette—but deployed them within a strict new grid system. This ensured that whether a customer was buying the famous pudding or a new pack of rashers, the "Clonakilty" master brand remained the dominant visual anchor. The new design optimises print finishes to signal the ethical provenance of the ingredients, translating "taste" into "texture" on the packaging surface.

We stripped away unnecessary graphic ornamentation to focus on the core value proposition: the 1880s recipe and the organic sourcing. By refining the typography and introducing a consistent information architecture, we future-proofed the packaging for further product line extensions. This was not a redesign; it was a strategic restoration, ensuring the packaging worked as hard as the product inside.