Member Article

Parker Williams gets creative for Sarson’s first product launch in 25 years

Brand design agency Parker Williams has created the label for Sarson’s new pickling vinegar.

Parker Williams’ creative concept for Sarson’s Specialty Pickling Blend marries a key consumer trend – helpful – with the vinegar’s brand promise of taking the stress and hassle out of pickling with an easy-to-use, ready-mixed solution.

The clear, informative label inspires all pickling enthusiasts with vibrant imagery, a recipe and a string-and-tag device that features the familiar Sarson’s dark red brand identity, while also alluding to the trend for home-made gifting.

Jo Saker, creative director at Parker Williams, said: “Home pickling has exploded, with some retailers posting a 400% increase in sales of pickling kits. As a keen vegetable grower and pickler myself, I know this is in part down to the health benefits of pickling, and in part because it really is a creative craft. But it’s also attributable to the back-to-basics approach and a yearning for honest, real food, and Sarson’s has acknowledged all these elements with a product that helps today’s time-pressed picklers with a practical, pre-mixed solution of vinegars. Our label design amplifies these attributes with helpful hints on picking to make it easy and convenient for consumers with vibrant, eye-catching creative.”

Noa Hasegawa, Sarson’s Brand Manager, said: “We wanted to create a product that gave customers a great new way to approach home pickling, developed by a heritage brand they trust. The Parker Williams team delivered something that stands out and importantly, reflects the idea behind the product. It will no doubt help many more food-lovers try their hand at pickling.”

Imagery used on the label has been shot by food photographer Gerrit Buntrock.

Parker Williams won the Pickling Vinegar brief following its work on Sarson’s limited edition “Chip Lovers” bottle label, which launched in January.

This was posted in Bdaily's Members' News section by Alex Sampson .