Heritage can help brand’s cut through the noise, so we wasted no time in heroing the Sheldon family in our latest packaging design project.

Sheldon’s is the producer of some of the nation’s best loved baked goods. Based in Openshaw, Manchester, they’re on our doorstep. We’re no strangers to the brand either, having worked with them previously on a brand and packaging project.

We were over the moon when they approached us to work with them again. The project involved creating a brand new packaging design for some of their key products, which would then be used to update packs of other goods moving forward.

Heritage for stand-out

Heritage, provenance and charm are essential to success in this category. Sheldon’s has all three in spades – the Sheldon family has been in the baking trade since 1924 – but this wasn’t reflected in their packaging.

Our first step was to try and recapture some of this wonderful heritage in their pack design.  We’ve redesigned the packs to take them back to their roots in recognition of everything that people love most about them.

We looked to photograph memories for inspiration. The end result is a collection of beautiful black and white photos from family portraits to summer BBQs adorning signature Lancashire Oven Bottom Muffins as well as Wholemeal Rolls and a new range of Hot Dog Rolls.

As part of the packaging redesign, a wood-effect background evokes a homely family kitchen and helps give the range a consistent look and feel. Products are distinguishable through different tablecloth patterns, from star to spot designs.

The new packs will roll onto shelves in major supermarkets over the coming weeks. We will update the design of other products from the GH Sheldon’s range throughout the year.

A word from Sarah Sheldon…

“We approached The Behaviours Agency to help us to reengage our audience. Our family heritage is at the heart of everything we do, so it made sense to recapture this idea on our packs. We’re hoping that our customers will embrace the change that we’ll see an uplift in sales.”

If you need advice on packaging design, we’d be happy to talk


James Kay, senior account manager, The Behaviours Agency