Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

INGHAM’S – HEART of the TABLE since 1918

Inspired by the generations of families who have grown up enjoying Ingham’s, Saltmine crafted a new masterbrand visual identity that brings the family dinner occasion to life on pack and transcends the entire brand range.

In collaboration with the Ingham’s team, we started by redefining the brand archetype for the masterbrand. This was then the starting point for creating a new masterbrand visual identity to express Ingham’s passion for providing wholesome family meals. We identified key assets to maintain, like the colour red, which was deepened for a premium and modern look and feel.

For the Ingham’s brand mark, typography was modernised and the incorporation of a steaming chicken icon was used to add rich flavour cues.

Central to the new pack design was the creation of the bold heart shaped frame on pack. This was the focus to support both the historic ‘Love ‘em’ tag line along with the new sign off ‘Heart of the Table’. The frame showcases appetising product photography on front of pack. The fonts are modern and simple to ensure excellent visibility, especially on products which are merchandised behind grocery freezer doors.