Branding and packaging design for Harry & Percy’s

Harry & Percy’s: Cultivating a new potato brand identity

Challenge: To launch a new premium potato brand into the competitive UK market. Our mission was comprehensive: to develop a memorable brand name, a striking visual identity and distinctive packaging designs that would resonate with consumers. The product range itself was diverse, covering everything from everyday mashing and roasting potatoes to specialised chipping and salad varieties.

The core objective was to create an identity that not only conveyed quality and versatility but also achieved significant on-shelf standout. In a category often dominated by traditional or generic visuals, we knew we needed to be bold. This meant crafting a brand that felt both authentic and fresh, communicating its inherent goodness and provenance, while establishing a clear point of difference.

Solution: Our strategic approach began with the brand name itself. We delved into the rich history of Produce World Group, discovering the inspiring story of Harry and Percy Burgess – the father and son founders whose century-old legacy laid the groundwork for the company’s success. This heritage became the cornerstone of our brand naming, giving the new range an immediate sense of authenticity and a heartwarming story.

We developed a distinctive colour palette that broke from category norms, utilising bright, vibrant hues to achieve instant visual impact and on-shelf differentiation. Each colour was carefully chosen to represent the brand’s core values: wholeness, fresh-farmed quality, and deep provenance. The combination of modern aesthetics with a nod to the brand’s historical roots created a unique visual language that captured attention and conveyed trust.

Outcome: The launch of Harry & Percy’s was a resounding success. The brand’s distinctive identity and premium positioning have enabled it to secure a strong foothold within Ocado in the UK, where it is consistently performing well. This outcome is a testament to the power of a well-crafted brand strategy, proving that a thoughtful blend of heritage, quality, and striking visual design can truly make a difference in a crowded market. Harry & Percy’s isn’t just selling potatoes; it’s selling a story of quality, tradition and freshness that resonates with today’s discerning consumer.