THIS

CHALLENGE: THIS was under commercial pressure and needed to stand out on shelf again. The brand had become too busy and no longer reflected the bold challenger attitude that made it different.

STRAT: We stripped the brand back to one bold idea. By simplifying the identity, we created a confident brand that balances rebellious energy with premium, chef-led quality across every touchpoint.

OUTCOME: We delivered a complete rebrand, including strategy, identity, packaging, tone of voice, photography and brand guidelines. It’s still early days, but the new design has been warmly received by Sainsbury’s, and the range has seen an approximate 55% uplift in sales since launch.

Role: Creative Director

Media: Brand & Packaging