Adding provenance to Pâté.

Castle MacLellan Disciplines: Branding & Packaging

Our rebrand brings a premium air of provenance to the Scottish pâté experts, putting the town of Kirkcudbright on the map through the new branding.

Castle MacLellan has been renowned for high quality pâtés for over 35 years. Based in the cultural town of Kirkcudbright in Dumfries and Galloway, the company has always had a strong sense of place. But its packaging was struggling to show it.

CHILLI was tasked with creating a new brand identity and a full packaging redesign. While respecting the heritage of the company, the rebrand would reaffirm the provenance of the pâté range and position the brand at the premium end of the market.

We began by redesigning the brand identity, introducing a distinctive new typeface and a subtle castle ident. Castle MacLellan’s home town of Kirkcudbright was also given pride of place, with a signature-style caption underscoring the new lock-up.

Continuing the regal theme of the rebrand, we introduced a shield device to the packaging. For each of the five pâtés we used a different pastel colour, creating uniformity across the range, while helping customers to easily distinguish between the flavours.

Finally, we worked with our Consultant Chef Steph Moon to create a series of delicious recipe suggestions. These ideas are printed on the inner sleeves of the packaging, giving customers some handy inspiration and advice.