A large range of classic British products which called for multiple levels of differentiation for easy navigation. The brief was to convey Britishness and subtle humour in the design and tone of voice. There are different designs for each sub-range, with the overall distressed letterpress theme and union flag on the lid and gusset unifying them to create a strong overall look.

Featured in Mr Cup Graphic Exchange.

A mood board presented before the design work began to establish the design direction. The concept for this range draws on old British book graphics and ephemera, letterpress and wood block lettering. ‘Terribly Good’ became ‘Terribly Clever’ and was used on a sub-range of cook’s cheat products which made cooking various dishes quicker and easier.

A logo which was used on some of the products with an engraved illustration of crossed cutlery forming the Union Flag. This was also used on the lid of the Terribly Clever range, with cooking utensils replacing the cutlery.