We are always aware of the equity that existing, successful designs have with consumers so sometimes a redesign should be no more than an evolution. This was the case with our redesign of Connacht Gold milks. The range is the market leader in the North West but there is fierce competition in the milk sector at the moment so Connacht Gold saw the need to maximise the potential of their packaging without losing existing customers. The printing process was improved to achieve tonal imagery which allowed us to use the definitive, tonal version of the Connacht Gold logo and increase the visual appeal of the packs with subtle colour blends, refreshing imagery and to add a charming, personal treatment to the treatment of product benefits on the sides of packs.

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