Demo case study
Food and drink 2025
Halewood & Fen
A preserves maker with good products and packaging that stopped them getting onto the shelves they wanted. New identity, new packaging system, new store.
+34%
Average order value
Six months post-launch against the six months before, same store platform
22 to 61
Stockists
Trade accounts active at twelve months
6 hrs to 20 mins
Admin time on trade orders
Weekly, measured by the founder over four weeks either side
Halewood & Fen had grown from a market stall to twenty-two independent stockists on the strength of the product alone. Two regional chains had passed on them, and the buyer feedback both times was about the jar, not the jam. The website was a template store that could not show a range properly.
- Packaging that read as homemade rather than premium at shelf distance
- Eleven product variants with no visual system connecting them
- A store that could not handle bundles, which is how most customers wanted to buy
- No wholesale ordering, so trade orders came in by email and were rekeyed by hand
- 01
Positioning first
Two days with the founders and four buyer conversations, to work out what the brand needed to signal before we drew anything.
- 02
Identity and packaging system
A wordmark and a labelling system that scales across eleven variants and leaves room for seasonal lines, specified for their existing printer.
- 03
Direct store rebuild
A new store with proper bundle handling, gift options and subscription, built so their team can add a product without calling us.
- 04
Wholesale ordering
A trade login with account pricing and reorder from history, which removed the manual rekeying entirely.
They spent the first two days asking questions we had never been asked and did not enjoy answering. The packaging that came out of it got us into both chains that had turned us down.