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Harry & Percy's Branding
CLIENT:
Produce World Group
PROJECT:
Development of a new premium potato brand with heritage
at its core
EXPERTISE:
Creative Direction / Brand Positioning / Design / Packaging
ROLE:
Creative Director
TEAM:
Adam Little
CHALLENGE
Produce World Group wanted to launch a premium potato brand into a crowded grocery category dominated by functional packaging and little meaningful differentiation. The challenge was creating a brand that could elevate an everyday staple through provenance, personality and standout shelf presence.
IDEA
Even everyday products deserve a story worth choosing.
Rather than competing on product alone, we built a brand around genuine heritage – transforming a functional purchase into one rooted in character, provenance and quality.
STRATEGY
I led the brand development from naming through to identity, packaging and launch strategy. Drawing on the real story of Harry and Percy Burgess – the father-and-son founders of Produce World – we created a brand with authentic provenance at its heart. A bold visual identity and vibrant packaging system challenged category conventions, delivering standout on shelf while reinforcing quality, freshness and versatility across the range.
IMPACT
Launched nationally through Ocado, Harry & Percy's established a distinctive presence in a highly competitive category. The project demonstrates how strategic brand thinking can elevate an everyday product through authentic storytelling, purposeful design and clear market differentiation.
