The new brand identity which can be seen across the all of the company’s products, including its retail lines of hotdogs, burgers, meatballs and bean meals was designed especially to be flexible enough to be used across retail and foodservice categories whilst having the flexibility to be both trade customer and consumer facing.
Acknowledging the company’s heritage, the new identity uses the same royal blue and red colour pallette of the previous logo. But the silver edge to the oval holding device has been added to convey the brand’s quality.
In order to communicate the fun that is synonymous with the Westlers brand, a new brand typeface was created in a softer, friendly hand written style, all within a new oval shape holding device was introduced to bring the branding life, giving the logo a contrasting backdrop. The new Westlers brand identity aims to keep its heritage yet add modernity, dimension and quality.
Malton Foods, the company that owns the Westlers brand has also invested in packaging overhauls of its retail lines, including its Tyne, Chesswood and Westlers brands. Westlers Hamburgers, Meatballs and Bean meals have all undergone a significant re-design in order to improve the product’s appeal on pack by targeting each meal to their relevant consumer and to make the brand stand out in a busy product category. The new packaging focuses on communicating three crucial brand elements; convenience, quality and value. The Bean Meal and Hamburger ranges have a common message ‘mealtimes made easy!’ running throughout, emphasising the convenience of the product as a quick and easy meal side or solution for time-pressed consumers.
Robert Burns, Marketing Controller for Malton Foods, trading as Westlers says: “The introduction of the new logo and range branding across all our categories reflects a new energy and excitement behind the brand. We are confident that the new logo will be a big hit with customers as it builds on the excitement and fun that the Westlers brand represents.”
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