Belvoir
Crafted
with nature.
Brand Strategy. Visual Identity. Packaging Design. Copywriting. Brand World. Artwork. Print Management. Brand Guidelines. Range Extension. Structural Glass Design.
Modernising a much-loved brand with heritage is a balancing act. Change too far, and you risk alienating long-time fans, but play it too safe, and you miss a great opportunity. Our brand refresh for Belvoir gets things just right. With a strategic repositioning and redesign, we’ve taken the brand back to its farming roots, deepened consumer engagement and helped appeal to a younger audience. By simply telling a more authentic brand story, we’ve been able to reimagine Belvoir without abandoning its key visual assets.
Our strategic direction was inspired by a visit to the Vale of Belvoir, where we saw first-hand the farm’s dedication to environmental stewardship and to protecting the local wild ecosystem and the flora and fauna it encompasses. This idea of wild nature felt instantly more compelling than Belvoir’s existing, and somewhat inauthentic, fruit farm name and country kitchen feel. By telling the truth about the brand, rather than a stylised fiction, we were able to reimagine its design with a fresher, rawer feel, and create the foundations for far greater richness in its broader brand storytelling and communications.
WILD BY NATURE
Belvoir’s new look sensitively evolves the key assets of its existing and recognisable design – including its handwritten type, angled label and ingredient illustrations – in a more wild direction. The type becomes less ornate and calligraphic for a more natural and contemporary feel, while the ingredient illustrations are allowed to grow into the label as they would in nature, feeling less artificial and more bountiful. Overall, the design retains its handcrafted codes, but loses its twee country fair feel for something far bolder and more refreshing.
“B&B’s understanding has brought our brand bang up-to-date with modern consumers while simultaneously taking us back to our roots in the rural wild. It’s a fabulous achievement.”
Pev Manners, owner, Belvoir Farm
NEW OPPORTUNITIES
With a reinvigorated brand, Belvoir has been able to explore product extensions, starting with a move into a more premium adult beverage space with the launch of its Botanical Sodas range. To visualise the elevated experience, we premiumised the core assets of the design, straightening the label and switching to a more sophisticated illustration style, while also introducing a new embossed glass bottle created specifically for the range.
