Squirty personality for Anchor by Elmwood

YORKSHIRE-BASED design and creative agency Elmwood has designed the branding for the relaunch of Anchor “squirty cream”.

The relaunch this month involves new packaging featuring cheeky creamy faces on every pack.

Guiseley-based Elmwood, which also has offices in the USA and Australia, said the new look packaging and branding “reflects the unique qualities of the product – unashamedly entertaining, individual and fun”.

The move is aimed at making the product, which is the number one squirty cream brand in the UK with 52% of the market and sales of £10.7m stand out more on shop shelves.

Anchor assistant brand manager, Ed Steele, said: “Consumer research has shown that our consumers love Anchor Squirty Cream and that’s what we want to shout about. The pack now has real stand out and reflects the fun and involving nature of the product.”

Elmwood brand consultant Simon Preece added: “Our redesign gives people permission to have fun with food. It’s the perfect antidote to the food and diet controls we have today – an unashamedly fun product that consumers love, so it’s nice to see a brand celebrating and embracing its role in consumers’ lives.”