Using illustration to define a brand

When used well, illustration defines a brand.

Take Ginsters. In 2023 we unveiled a familiar but fresh new look for the pasties brand, rejuvenating its identity to showcase taste superiority and proud Cornish origins. It was a shift away from its former traditional feel to a modern approach that broadens Ginsters’ appeal.

At the heart of the redesign, bespoke illustration tells the brand story with charm and wit, across every pack and touchpoint. This illustration style balances foodie authenticity with the hand-of-the-baker details. Its linocut-like style and fresh playfulness immediately promise a fully-flavoured eat, served up with generous Cornish attitude.

Our Associate Creative Director of Illustration Toby Atkins spoke to FMCG CEO.

Read the full article here.