Anchor Squirty Cream

Brand Evolution & Packaging

Creative Direction / Copywriting / Packaging Design / Artwork / Product Photography / Photography

The brief

We’d like to update our Cream range with a contemporary design inspired by recent brand guidelines created for our Butter.

The opportunity

Anchor Butter is a well-loved household brand, known for their sunny yellow butter and most importantly, for delivering on taste and realness. Anchor Cream stood out for many years as being the ‘real’ alternative to UHT squirty but needed to work harder to stay relevant as shoppers traded in for cheaper own brand alternatives.

Part of the proposition included updating to a larger nozzle to pitch the product as easier and quicker to pipe out on to drinks. This meant that the iconic caps would no longer fit, and a simple see-through cap would be used instead to show off the nozzle.  

With Anchor’s core audience of brand loving families, I saw the opportunity to embrace permissible indulgence, rejecting health foods and instead harnessing one of Britain’s new loves…baking! I chose to hero the cakes on the front of pack to reflect some new but simple and tasty uses for the cream. We worked with local WI baker to create some British classics and had a blast chatting away in her kitchen as the magic happened.

I added a simple googly eye motif to transform our bakes into fun characters, something simple we knew would translate well into future campaigns.

I chose to keep the recognisable colours for each type, selecting cakes that would pop from the background but also reflect the benefits of each variety – with ‘extra thick’ being shown as strong enough to compete with clotted cream on an afternoon tea favourite – the fruit scone.

The quirky designs give people permission to play with their food and experiment with the results. I created an unashamedly fun product that delivers on taste and sets the scene for making happy memories.

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