Peter's Yard · Food & drink
A Swedish bakery that became a brand people love worldwide
Peter’s Yard bakes sourdough crispbread to an original Swedish recipe, stocked by Waitrose, Whole Foods and Sainsbury’s and exported worldwide. We were their brand partner for close to ten years, under our previous name, Design by Country, with the same team. It is where the commercial discipline we bring to purpose-led work was learned.
The problem
A premium product in a category most people did not know they wanted. Sourdough crispbread had to grow the category and change perceptions at the same time, with a small team and no room for waste.
See
We built profiles of the people who actually bought, in store and online, and found that the brand’s values and story converted them far better than product claims. The job was consistency: one voice, one look, everywhere, for years.
- Customer profiling
- Category & retail research
Shift
Lead with the story and the values, and let the product prove them. Photography of real use rather than pack shots, a tone of voice that invites rather than sells, and a plan measured in years, not campaigns.
- Brand strategy
- Proposition
- Tone of voice
Build
Strategy, identity, packaging, advertising, a new website and ecommerce platform, social media and the media plan, delivered as a retained partnership across nearly a decade.
- Visual identity
- Packaging
- Advertising
- Website & ecommerce
- Photography
Move
Around 50% average year-on-year growth over the partnership, with the brand work playing its part in the founders’ own words. A brand people love, in the UK and abroad.
- Social media
- Media planning
- Retained brand partnership
In their words
“We're delighted to work with a talented team which has no doubt played a part in our 50% average year-on-year business growth.”
Wendy Wilson BettPeter's Yard
Portrait to come
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