F.Whitlock & Sons
Or design inspiration for the revamp of the brand formerly know as Whitlocks came directly from Mr Fred Whitlock and his love of hunting. We embraced the notion of building traps to ensnare ingredients and this became the core packaging idea. Drawing on classical story book illustration styles, we imbued each label with an element of subtle violence. Subversive copywriting rewards our men for picking it up, with dark humour and the implied brutality of a product that makes dead animals taste better. Unashamedly targeted towards the growing trend of man-shopper, the packaging has had universal appeal, making many a woman giggle.