Tyrrells ← Back to the portfolio
CEO of Tyrrells David Milner asked us to work with him on the branding and marketing in 2010 following the acquisition by Langholm Capital. The brand had been built on the back of its positioning as the “farm crisp”. However, a number of competitors had mimicked their identity leaving it vulnerable.
We started by amplifying the fact that they were English. We changed the word “chip” to “crisp” and got rid of any Americanisms. When it came to the quality of their products, it was this statement that summed it up for us. “If we had all the money in the world, we wouldn’t do a thing differently.” They genuinely made the finest crisps, but unlike most premium brands, they had a wonderful sense of humour and entrepreneurial attitude. They also had a fondness for old-fashioned photos, which they put on some of their crisp packaging. We combined all these elements to create a distinctive identity that captured their quintessentially English eccentric approach to doing things properly and described them as “The Entertaining Crisp”.
Their business has grown exponentially and is now an internationally listed brand. We’ve developed some amazing work with them both on the packaging and promotion of their brand.