Carrs Pasties asked Absolute Agency to give its branding a much-needed update and ensure that the distinctive personality was evident in all marketing communication.
The aim was to build the brand nationally with a new, eye catching brand which celebrates the products themselves.
Their famous savoury products are fondly talked about by customers and are frequently shared on social media. Once tasted, the products pretty much speak for themselves, so this was the main inspiration that determined the direction of the branding.
Absolute gave each product its own distinctive personality, communicating the tasty ingredients and reiterating the freshly baked aspect of Carrs products, with their ‘little and often’ approach to baking in-store.
Creating a bespoke typographic headline treatment to reflect the craft focus of the brand, Absolute added a burst of energy through use of striking paper cut backgrounds, each one illustrating the tasty products and quality ingredients.
Simon Allman, Creative Director from Absolute commented: “We have worked with Carrs since 2020 and this brief started with their ambition to secure more trade listings and build the brand nationally. We started with a five-stage process of investigation to identify the ideal partners and perfect trade customer. On the back of this research, we recommended a full brand overhaul.
“It has seen success already following the rebrand, with 10 new trade accounts set up and the pasties can now be tasted throughout the North-West in 150 convenience stories, as well as their three own shops, and further afield due to its nationwide delivery service.”
The brand will live holistically in all customer touchpoints. Carrs shops, in and around Bolton, will be kitted out with animated digital menus, promotional posters, shelf and product price points. Trade stores are also starting to see refreshed signage and product branding. Perimeter animations and print adverts have been produced to engage with loyal fans and customers at Bolton Wanderers Football Club, promoting concession purchase and nationwide delivery.
Absolute will continue to work with Carrs over the next few months developing the full, over the counter, delivery and frozen packaging range.
Matt Carr, business owner, said: “At Carrs, our mission is to reach every part of the UK, whilst keeping Bolton at the heart of everything we do. We are a family-owned business, with dedicated long serving staff and exceptionally loyal customers.
“To help us achieve our mission, we wanted to work with a local agency that aligns with our own family values and appreciates developing long-term relationships. The fantastic team at Absolute understand us and that its customer service that we thrive on.
“The results they have produced for us since working together are there to see with our new brand and marketing campaign. We couldn’t be happier and look forward to a continued growing relationship with them.”
Carrs Pasties is a much-loved Bolton based bakery whose products are starting to be enjoyed beyond the North West of England. The company, which was established in 1938, is now in the hands of an ambitious third generation of the family, who want to share their passion for the product, far and wide.
Carrs Pasties can be purchased at one of its three stores in Bolton, at supporting retail partners as well as online www.carrspasties.co.uk
Absolute Agency is 23 years old and based in Bolton. Founded by Chris Hodgen, it is a bold agency specialising in branding, digital, content and communications for ambitious clients.
