Wilkin & Sons
Wilkin & Sons is a quintessentially British brand that began producing Tiptree jam in 1885. Holders of a Royal Warrant since 1911 and sold in 60 overseas markets, they have expanded to produce a wide range of preserves, condiments and beverages as well as opening tearooms across their home county of Essex.
The brief was to create gift packaging for a set of six preserves to be retailed as an exclusive line in Costco stores.
Wilkin eschewed the use of plastic in their packaging long before it became a wider talking point, but holding six jars of signiﬁcant weight without it is a challenge. At the same time the packaging needed to have a premium look, hit a particular price point, and keep the product safe and secure whilst also ensuring good visibility of the jars’ labels.
The solution devised was a double-walled carton. This gave the giftbox a robustness comparable to rigid board but without the commensurate price-tag. A simple to use insert ensured the sets were easy to pack, and that the jars remained secure and forward facing once in place. A cleverly utilised Union Jack motif in the design gave tribute to the brand’s British heritage.
So successful was this execution that Wilkin have rolled out this solution on a number of other in-store activations for their key national accounts.