If ever there was a brilliant client project to get our teeth into, this was it. Carrs Pasties is a fabulous family-run firm in Bolton, producing mouth-watering pasties and sausage rolls, sold through a network of own-brand local shops, together with trade sales.
The secret recipes have been passed down the family for generations since the first pasty was baked in 1938. But while the succulent dishes remain true to the original, Carrs wanted to bring its branding and website up to date
Back in 2014, Carrs Pasties chose us ahead of two agencies located closer to its HQ because we demonstrated our grasp of what the family wanted. We “got” them, and they “got” us. A perfect combination, just like meat and potatoes.
Essentially, we pledged to build on their important local heritage, showcase their quality and create a corporate identity that would stand them shoulder-to-shoulder with much larger bakeries and fast-food retailers.
We were struck by the friendly and family feel around the business. It’s this homely quality that loyal customers love, too, and we set about creating assets and a website that captured it perfectly.
A new logo, together with a “Bolton’s Finest” stamp mark, both based on a clever design devised originally by a member of the family many years ago, complement a new corporate identity that stands out across the marketing mix.
Previous logo circa 1938.
A retail website now shows off Carrs Pasties and its approachable, knowledgeable staff as producers of superior, traditional food. We used bespoke illustrations, photography and simple language to bring it all together, ensuring the history and local feel remained.
We also developed Carrs their first e-commerce website and a new range of packaging, enabling Carrs Pasties to sell their frozen products and to fulfil more local deliveries and a ‘click & collect’ service at their local shops. We also delivered a series of B2B landing pages where they could target businesses in need of their unique ‘food to go’ solution.
“Filled with pride” is a lovely line that’s not just a clever play on the pasties’ finest ingredients, an important part of the brief, but it also demonstrates a core element of the Carrs Pasties values.
As part of our brand positioning work, we created this line for marketing purposes. We also created their company mission statement, vision and values.
We mixed in lots of ideas, put them together and when they were pulled out of the oven, we’d created three piping hot and perfectly made statements:
Carrs Pasties has tripled its revenue in five years. This success has come from working together as a close family, and with Aspire Creative, which played a significant part in our growth through its excellent strategic marketing support and creativity.
The result is a coherent, relevant, contemporary identity which still retains a sense of history and heritage. Their staff have found this inspirational, and the marketing team benefits ongoing from an impactful and consistent brand that allows them to get noticed.
All in all, their refreshed brand gives Carrs Pasties a strong foundation on which to build a whole raft of future marketing, lead generation and new business activities.
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