Storytelling good enough to eat
Mother Meg’s Fine Foods started out in a Toowoomba family garage. Within a year or two, they were supplying to one of Australia’s major department stores. This was not by chance, but by staying true to their values and developing a brand that champions traditional, home baking techniques and only uses the best quality ‘real’ ingredients.
Mother Meg’s Fine Foods first contacted Lloyd Grey after losing a key contract to supply biscuits and cakes due to the look and poor sales performance of their original product packaging. Lloyd Grey’s challenge was to take this small food business to the next level by creating a cost effective brand and packaging solution.
Lloyd Grey’s packaging design system reflects the company’s traditional home-baked approach and features hand-drawn kitchen implements, heritage-inspired statements and eye-catching colour variations for different products. The choice of uncoated cardboard as a packaging material gives a more tactile, honest feel and is also more cost-effective than the original shiny polymer.
In total, the new packaging transformed the brand, giving it a design aesthetic that added significant perceived value to the product and made it a very ‘giftable’ range.
Following the rebrand and the launch of new seasonal ranges sales rose 225%. Mother Meg’s won contracts with global retailers, including Harvey Nichols in London and Raffles in Singapore, plus domestic retailers Myer Grace Bros, David Jones, and Country Road. It also graces Qantas first class.
Mother Meg’s has gone on to win many business and design awards, and Lloyd Grey has subsequently designed seasonal ranges to inspire and attract a new tribe of followers.
Deliverables
Brand essence
Brand positioning
Brand identity
Copywriting
Brand collateral
Illustration
Packaging design
Project management
Testimonial
“In the first financial year in which I launched the Lloyd Grey packaging, our sales rose a phenomenal 225% from the previous year. This sales growth continued at 147% the following year. I have no hesitation in saying that their design was a critical factor in turning my business around.
“Today our client list incorporates some of the world’s most prestigious companies such as Raffles International, Harvey Nichols London, Qantas Airlines, Myer Grace Bros, David Jones, Royal Doulton, and Country Road. All of them inspired by the Mother Meg’s packaging, designed exclusively by Lloyd Grey.”
Kay Wormwell, Owner and Managing Director, Mother Meg’s Australian Fine Foods
