A festive packaging line for Highfield Preserves

The Highfield story is one which traces its success back to humble origins on a kitchen table in Devon, and is a tale rich in craft and innovation. Starting atop the family AGA in 1984, Highfield Preserves now produce over 50 different variants of preserves and condiments, with an unwavering commitment to taste and flavour.

Quantock successfully rebranded Highfield Preserves corporate identity and consumer brand in 2020, repositioning them from a cottage industry to that of a major player. The new identity and packaging solution that we created sought to reflect the premium nature of the product, bringing a tangible sense of luxury and indulgence, all the while paying homage to the beautifully handcrafted nature of the produce. Following on from the successful launch in 2020, Quantock was asked to produce a special edition line of festive preserves ready for Christmas 2021.

The challenge with creating festive packaging is getting the tone and balance just right. Competition for consumer attention is fierce in the run up to Christmas day, and so creating a packaging solution that catches the eye and holds attention is imperative. Conversely, being too overt and brash can be detrimental, and can destabilise the tone of the product and appeal to the wrong market. Care must be taken with special edition runs to retain semblance with the core brand whilst enjoying a certain degree of individuality.

Taking our existing pack designs as a basis, we switched out the silver foil for gold, and introduced a delicate snowflake patterned background. Each product variant was given its own unique snowflake design, reproduced in an eye-catching metallic ink. A bold, chunky typeface was used to create table presence, highlighting the punchy product names.

Be sure to look out for our in-depth case study on our Highfields rebrand in the coming weeks, where we’ll give an insight into how we worked with Highfield to create their new identity.

January is the perfect time to get a head start on planning for the 2022 festive season, so if your product could do with a dash of creative flare to really set it apart from the competition, get in touch – we’d love to work with you.