Despite Bill Oddie’s reassuring endorsement, Haith’s range of bird food was curiously anonymous on the shelf and consumers were confused by the different variants. Haith’s asked us to create an identity and packaging that would educate customers and encourage new buyers.
Starring Bill Oddie
It was time to bring Bill’s reassuring personality to centre stage. His unique tone of voice was the perfect way to educate customers in a friendly way, and his ‘Little Black Bird Book’ inspired the identity.
Fly blackbird fly
We divided the range into ‘Essentials’ and ‘Recipes,’ giving customers clear reasons when to buy from the core products and when to splash out. Quirky annotations and icons on pack explain how the products differ from each other and exactly how to use them.