Campbells is a heritage bakery, the oldest in Scotland and has been making shortbread since 1830. In order to reflect its history, the company focuses on providing premium products for the gift market across the world.
Campbells identifies its packaging as an integral part of the shelf appeal to consumers. It was keen to develop collectable products with running themes, each one unique.
Metal packaging was key to giving Campbells a luxury feel, alongside creating collectability of the products. Combining heavy embossing and rich colours, added to the appeal and tactileness of the tins