Lewis Pies, a name that is well recognised in South and West Wales, manufacturing and distributing pastry products to both Food Service and Retail for the past 74 years. Now with it’s third generation of family running the business and after having won a string of prestigious awards for their products, they thought the time had come to give more consideration to the public face of their business through their corporate identity and product branding.
Result
Product imagery (style of photography) corporate literature, web site, exhibition graphics and vehicle livery followed, ensuring that a very clear and consistent brand message was communicated. The result for the new Lewis brand has been exceptionally positive and has resulted in listings with Asda and Tesco on a regional basis, a goal which the company had been pursuing for some considerable time.
Solution
The solution proposed involved a subtle change of name from ‘Lewis’s’ to ‘Lewis Pie and Pasty Co.’ The addition of strap line ‘Since 1936’ emphasised their heritage/provenance, two things that are crucial in food related products. The original corporate colour palette was retained although tweaked slightly and a strong red was added to reflect a more contemporary image. Consideration was given to the product packaging as its this point the consumer comes most intimate contact with the brand.
