A Packaging Redesign for Food Manufacturing Brand

Mr Scratchings is a Bradford-based, family-run business supplying bar snacks alongside its much-loved, traditionally made pork scratchings. In a competitive market crowded with similar products, the brand needed to stand apart while retaining the character and heritage that had built its loyal following.

At the heart of the refresh was a refined illustration of the Mr Scratchings character, evolving the brand mascot into a friendlier, more contemporary presence. A flexible banner system was introduced to unify the range, ensuring each variant felt distinct yet unmistakably part of the same family.

The objective was clear. Refresh the packaging to better communicate the unique seasoning and flavour profiles that distinguish Mr Scratchings from its competitors, while creating a cohesive design system across the full product range.

To highlight the individuality of each product, bold colour palettes and background patterns (inspired by traditional butcher’s aprons) were paired with striking product photography and hand-drawn detailing. The result was a packaging system that balanced authenticity with shelf impact.

With a revitalised identity in place, Mr Scratchings has strengthened its position in the market and gained the confidence to pursue new retail opportunities, including engagement with supermarket chains.

A refresh that respected tradition while positioning the brand for its next phase of growth.