The proudly Cornish heritage of Ginsters
The UK savoury pastry brand has given its portfolio a bolder and more exciting new design that reflects more taste, more personality and more quality.
Ginsters has been banking on its long baking heritage and expertise to deliver honest food to the nation for more than 50 years, today producing millions of savoury pastries at its Callington bakery every week.
The brand still enjoys high levels of brand salience (Kantar 2023 Brand Equity Report) and has delivered five years of consecutive RSV growth (IRI Infoscan for the 52 weeks ending 25 December 2022), contributing around £43m annually to the UK economy, specifically through the local farming community in Cornwall and the South West.
Recently, Ginsters has become more focused on communicating this provenance and ingredient story (its pies contain only 100% British meat and locally sourced veggies - where possible from Hay Farm in Cornwall - only ingredients not typically cultivated in the UK, such as spices, are sourced outside the UK). So, the brand tasked design agency Bloom to create a design that was instantly ownable and distinctive, balancing the emotional and functional benefits of taste, provenance and ingredients with a sense of dynamism and an upbeat personality.
“We believe our bold new brand identity will excite our retail partners and will help build on Ginsters position as the beacon brand for the category,” said Emma Stowers, Ginsters marketing director.
“The new design delivers standout and visibility, which, in turn, will benefit the category by attracting more shoppers to the fixture, while also making the portfolio easier to shop, which will aid conversion.”
The brand predicts the investment in the new identity will drive growth and increased penetration, delivering higher consumer brand associations such as ‘quality ingredients’ and ‘tastier than other brands’.
A spokesperson from Bloom said the new packaging reflects a colourful Cornish attitude.
“The illustration draws inspiration from Ginsters heritage and the west-country landscape.
“We’ve captured the brand’s core taste and quality along with its warm, unique Cornish personality. With a new vibrant colour palette, delicious photography and illustrative assets, the bold new identity is quintessentially Cornish and unmistakeably Ginsters.
“As an antidote to the monochromatic grey tones of the current packaging, Ginsters’ brighter brand identity and newly evolved brand positioning deliberately evokes more emotion and wholesomeness of the delicious product inside.”
Ginsters is a founding member of the Cornish Pasty Association (CPA), which exists to protect the heritage, quality, and Protected Geographic Indication (PGI) of the Cornish Pasty.