Pipers packs in awards

Alex Albone - Pipers Crisps
Alex Albone - Pipers Crisps

Pipers Crisps has won a second nationally-recognised award in the space of a few months.

Hot on the heels of their recent ‘Best Brand’ win, the Lincolnshire-based crisp maker has won a prestigious award for the effectiveness of their new packaging design which they introduced during 2012.

Since starting out in 2004, Pipers’ packaging had proudly displayed pictures of their flavour producers on the front of every primary-coloured pack.

Managing director Alex Albone said: “This strategy worked really well for us.

“It clearly positioned us as an artisan producer of handmade crisps and differentiated us from anything that was around at the time. It helped us grow rapidly with the help of our discerning retailers.

“More recently however, with a number of competitors imitating our signature style and successful business model, it became clear that we needed to review every aspect of our brand to keep ourselves ahead.”

New packs were introduced in early 2012, after which Pipers saw an immediate and substantial increase in turnover.

This solid growth has continued and the company is still working round-the-clock to satisfy demand from a growing number of around 5,000 outlets across the UK.

The success of Pipers’ packaging has now been acknowledged with a silver in the DBA Design Effectiveness Awards. These recognise the return on investment that a coherent, well-thought-out design strategy can achieve.