BACKGROUND
Heals, the celebrated London furniture store, introduced an oil, vinegar and condiments range for the Christmas gift market. They wanted to set a new standard in food packaging to affirm themselves as style pioneers.

STRATEGY
Drawing from the visual world of brasseries and in tune with Heals’ ‘stylish living’ brand essence, WMH created a strikingly visual blackboard concept to unite and carry the range.

SOLUTION
The result was a must-have kitchen accessory brand. With 18 products, there was scope to be playful. Each label has its own little quirk that reflects a physical blackboard, such as rubbed-out writing and differently positioned type. The simple colour palette saved costs and increased standout and sales soared by 82% in the first year. Thanks to demand, the range ending up doubling in size and the runaway success persuaded Heal’s to stick with the design beyond the usual two-year time period.