Identity and packaging

Chiltern Herbs is a brand which has been on British supermarket shelves for over thirty years. Bought by Alexir Foods in the 90s, the brand was updated, but this re-design marks the single biggest overhaul in its history.

With a new identity, transformed design and photographhic style, plus a transformation from sachet to sophisticated tube, the product offering is made both upmarket and accessible.

The identity uses a slightly amended version of the typeface Gizmo, originally designed by Nick Cooke at G-Type.

Art direction

At the heart of the project was a commitment to use new photography showing natural, fresh produce in keeping with today's cookery books. A photographic style was developed and new shots created for the packaging.