The core brand values for Scottish family butcher Simon Howie have been refreshed with a packaging redesign.

The redesign, undertaken by Ignite Your Brand, aims to enhance the brand profile, with the new packaging designed to reach the target audience and develop a strong brand association with it.

A rustic feel has been designed for the packaging sleeve, with all food photography shot in a farmhouse in order to evoke a home-made quality, with the branding now featuring the black and white image of a boy running with sausages and a dog chasing him – a representation of a moment from Howie’s own childhood.

Emma Loftus, marketing manager at Simon Howie Foods, said: “This brand development project seeks to take the Simon Howie signature brand a step further and progress the components that represent the brand – its heritage, tradition and innovation.

“Many of our products are intrinsically similar on shelf when compared with that of our competitors, but there are many points of difference that come from the Simon Howie business itself and can therefore be marketed as unique selling points. The focal point of the brand development project was to ensure these points of difference were communicated within the new packaging design and across all marketing communications.”