Peter’s Yard: Good Things Take Time
Repositioning an Artisanal Crispbread Brand for Growth in a Declining Market.
Brand Strategy. Visual Identity. Copywriting. Packaging Design. Brand World. Artwork. Print Management.
Founded in 2008, Peter’s Yard is a Swedish-inspired UK bakery brand, crafting premium quality crackers, crispbreads and flatbreads from its 45-year-old sourdough starter. Initially launched as a niche artisan product, Peter’s Yard had made a successful transition into mainstream grocery, but recognised that a refreshed positioning, brand world and packaging was needed to further drive growth and extend into new product formats.
TIME WELL SPENT
Our strategic approach focused on Peter’s Yard’s deliberately slow and shortcut-free production methods, heroing sourdough, and embodying a Swedish-inspired pace of life in keeping with emerging trends towards deceleration, mindful wellness and the rediscovery of simple pleasures. The mood of the brand’s new aesthetic is calm, crafted and deliberate, evoking a premium product and a savoured eating occasion.
The brand’s logotype has been sympathetically modernised, while packaging design now features a central branding band enabling clearer storytelling. The Time Well Spent positioning is expressed in a new roundel element championing the brand’s 16-hour fermentation process.
REAL CRAFT
Working to design values of Time-Honed, Time-Honoured and Unhurried, every element of the rebrand reflects the brand’s craft and purpose, including a hand-whittled wooden spoon that features across the packs and was commissioned as part of the project.
BEAUTIFULLY EFFECTIVE
Since the redesign, Peter’s Yard has become the fastest growing brand in its category, increasing sales by 56% in a single year in what was a declining market.
EXTENDING THE RANGE
Enabling Peter’s Yard to move into the fast-paced world of snacking while retaining its brand story of time-honoured and unhurried craftsmanship was an exciting strategic and creative challenge. Positioning the snacks as a relaxed moment of me-time rather than a hurried convenience led to packaging design that feels more contemplative within its competitive set. The background imagery – derived from the acrylic work of landscape painter Paul Bailey – subtly references the bold flavour codes of the category while evoking the provenance of ingredients and suggesting a more thoughtful eating occasion.
Brand Strategy.
Visual Identity.
Copywriting.
Packaging Design.
Brand World.
Artwork.
Print Management.
