Extensive industry research gave our designers a detailed understanding of retailers’ current reading trends. This gave the foundation on which we built a total rebrand of the ‘Core Range’ guides.

Once the initial design concepts had been agreed, work began at speed to implement a fresh, new look across the entire publication.

Our priority was to make information accessible and compelling. Tips and insights were designed in a way that drew the reader’s eye. Our work around emphasising ‘Plan for Profit Top Tips’ and ‘Retailer Actions’ was particularly successful

Visual coherence and consistency

Much smaller in length and published much more frequently, ‘Focus On’ guides provide an in-depth assessment of different categories and product types. Previous examples have focused on RTD coffee, confectionery sharing, mints and gums, and sports and energy drinks.

However, ‘Focus On’ guides are positioned in wholesaler venues directly next to the ‘Core Range’ guides. That means visual coherence and consistency is required across both publications, making it instinctively clear to passing retailers that the publications complement each other and work in unison.

The new ‘Focus On’ designs lean heavily on our proven principles of making key information visually prominent and easy to follow. A commitment to readability means we also prioritise brevity and clarity over longer, more dense layouts.