Renshaw

The Brief
Renshaw is the UK’s leading manufacturer of ready-to-roll icing, marzipan, frostings, caramel, and mallows. Supplying specialist sugarcraft retailers, bakeries, wholesalers, major grocery chains, and food manufacturers, as well as distributors in over 30 countries. Known for it's baking and cake decorating expertise, Renshaw has been the go to brand for professional bakers for more than a century.

PSH Creative was brought on board as part of a wider brand strategy refresh, covering a full redesign of product packaging, a new suite of POS materials, and an updated Amazon store.

 

The Approach
The goal for the POS was to disrupt what is often seen as a traditional, uninspiring category and inspire people to bake across every skill level. We achieved this by pairing vibrant new photography with a bold colour palette and confident, modern headlines, bringing energy and mass appeal to the brand.

For the packaging, we introduced the Renshaw band, a distinctive brand device that enhances shelf presence and acts as a flexible colour system for the wide range of flavours and variants. When product photography is used, it takes centre stage. Simple, striking, and almost monolithic in its presentation.