Case Study:
Hammonds Foods

  • Brief.

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Hammond Brown, founder of Hammonds of Shropshire, approached our Creative studio in search of packaging design, both structurally and graphically. He had a great product which he needed to package professionally to distribute to a network of local food-service businesses. He sourced as many local products as possible and mixed them together in his kitchen in Shropshire, producing a high-quality muesli that was nutritious and delicious.

When Hammond first spoke to the Design team, he was clear on the pack format but only had a brand logo for the graphic design. He also wanted an ‘earthy’ feel to the packaging with the materials and artwork to reflect this.


As expected, Hammond’s mueslis use plastic free packaging; the outer cartons are fully recyclable and the inner bag is made from plant-based material which is fully compostable. They even reuse their wooden pallets by giving them to a local beekeeping company called Hedgerow Honey to sit their beehives on. The pallets facilitate easy movement of the beehives helping the bees to pollinate a larger area. In addition, Hammond Foods send a free packet of wildflower seeds with every 650g box of muesli to encourage pollinators.

A white sample was designed and cut on the reverse of the board to give a tactile, textured finish to the pack. Once this was agreed Raquel Baumela, Creative Packaging Designer, began to design the artwork to fit the brief. The existing logo was updated with a new font and two design concepts were shown to the customer to choose between. Hammond chose the design of a cereal bowl as an aperture, showing off the contents perfectly. Once this design was agreed upon Raquel selected the colourways for each flavour, to best display the ingredients. Computer images were generated to show the full effect of the range and the new design.


The customer supplied the text, nutritional information and the barcode details which were all placed onto the artwork ready files. The artworks were signed off by the customer and then printed on our digital carton press and delivered in 7 days.

According to Hammond, “Feedback on the packaging has been very positive indeed. Furthermore, the Woodland Crunch box has been used in a presentation at the US Embassy to showcase the California Walnuts trade”.

All three flavours, Woodland Crunch, Tropical Delight and Forever Free are suitable for vegans, high in fibre and free from GMOs (genetically modified ingredients), artificial colours and flavours. The Forever Free product is also gluten free and made with gluten-free oats. As part of their commitment to quality, Hammonds Foods only use California walnuts which have been grown in the sunshine and are known as a ‘nutrition powerhouse’.