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Flying the Flag for Welsh Food and Drink
Welsh food and drink is flying the flag for our small but mighty nation. This is an industry where we punch above our weight, making waves with Michelin stars, Great Taste Awards and protected origin (UK GI) products. Welsh produce is increasingly finding its way into kitchens across the world, and it’s not hard to see why. Wales brings a rich heritage, a commitment to quality, and an innovative approach to food and drink production to the table. Our produce, long celebrated for its provenance and excellence, is being supported by increasing collaboration across the sector, and…
the growing recognition of the power of branding.
As an office of devoted foodies, the intersection of design and food/drink is one of our happy places; where we work hard to tell the story, show the craftsmanship, and use commercial awareness and techniques to make sure products jump off the shelf.
We are really proud of the work we have done, that helps to champion Welsh food and drink. Product quality is of course, absolutely paramount, but brand also deserves a mention in dispatches. Branding has the power to propel Welsh food and drink to new heights. To help more Welsh products find their way into baskets and kitchens across the globe.
Food and Drink In Numbers
It’s a boom time for Welsh food and drink. The sector is classed as a priority economic sector in Wales; it plays a pivotal role in our economic fabric. And it’s in growth, currently contributing over £23 billion to the Welsh economy every year (1). Exports hit record levels in 2022, with overseas sales up £157m to £797m. This 24.5% increase represents a larger percentage jump than the UK’s as a whole (21.6%). (2)
It surprised us citydwellers to learn that almost a fifth of people in Wales work in food and drink, from farm to fork (3). But a straw poll in the studio made it make sense. Some of us grew up on farms. Another in a pub. Someone’s Dad worked in logistics. And most of us have worked in the hospitality/tourist industry at some point, pouring Welsh pints, and explaining what Glamorgan cheese sausages are to visitors. This industry is more than just numbers; it’s deeply intertwined with the landscape, lived experience, and people of Wales.
The Value Of Welshness
In other contexts (think language or culture, for example), the idea of ‘Welshness’ often sparks complex social debates in our modern, culturally diverse nation. However, when it comes to food and drink, this connection feels more straightforward. We have our traditional Welsh dishes like cawl, Welsh cakes, and don’t forget those delicious Glamorgan cheese sausages.
Then there’s the produce itself – mussels, samphire, laverbread and saltmarsh lamb from our craggy coastlines. New potatoes, leeks, wheat and barley from the rich soil. Hardy Welsh Black cattle and sheep grazing on the rugged mountains. Cider apples from green meadows and fertile valleys. Welsh food connects past, present and future, embracing multicultural flavours and modern techniques. Everyone is welcome at the table.
In 2020, the Welsh Government funded a fascinating study to better understand the “Value of Welshness” to consumers across Wales and the UK (4). The goal was to grasp how people see Welsh food and drink, crucial for creating robust Welsh brands that can stand out in a competitive market. The research aimed to uncover where emotional ties to Welsh food and drink are strongest, find effective ways to express Welsh qualities through language, branding, and packaging, and discover how Welsh producers can maximise this opportunity.
The research shows that for consumers, the word ‘Welsh’ denotes high standards of quality, ethics, and artisanship. 68% of Welsh shoppers seeing ‘Welshness’ on pack are more likely to buy. 93% of visitors believe Welsh food and drink should be promoted in venues – and (here comes the business case) – many will pay more for it.
As a brand and digital agency, these figures are a compelling reason to include Welshness in brand design, narrative and packaging development. But we definitely don’t just mean: Cwl. Let’s stick a dragon on the front and job’s a goodun bois…
Welsh Iconography
Many Welsh brands use intricate Celtic patterns, Welsh ladies hats, harps, Welsh flags or dragons. And to be very clear, these cultural symbols hold a fond place in our hearts. We are avid rugby fans, we smile as the first daffodils of spring bloom, and we send our kids off to enjoy St David’s Day in full costume.
But sometimes, traditional Welsh branding can feel a bit, well – souvenir shop. Instead of telling a story, these symbols are just used as a sticker.
Stories have connected people as long as humans have been sitting around a fire. Brands that share their origins and history, or commitment to social causes engage and connect with their audiences, making them loyal ambassadors. And the story of ‘Welshness’ is so much broader than using red and green on packaging.
Take Coaltown Coffee, a Welsh coffee roaster based in Ammanford. The mining heritage isn’t just a superficial nod – it’s deeply ingrained in the brand’s identity. The local community was profoundly affected by the closure of collieries, impacting both the economy and the town’s spirit. Coaltown’s ambition was to bring a new industry home, a new ‘black gold’. This deeply ethical and earnest brand walks the walk; they became one of the first b-Corp certified coffee companies in the UK in 2019. From their inky black packaging, and vintage style sku labels, the Coaltown brand is evocative; rooted in history, but fuelled with hope for a better future.
Future Facing Branding
At designdough, we believe in the transformative power of brand development to tell new stories of Wales. Through authentic and meaningful brand and narrative development and packaging design, we can amplify the value of ‘Welshness’ in the food and drink industry. Our goal is always to give Welsh brands both roots, and wings.
Our rebrand of the iconic Joe’s Ice Cream, to celebrate their 100th anniversary retained valuable brand equity by remaining recognisably and distinctly Joe’s. The new coastal graphics, refined typography, and refreshed colour palette are contemporary and vibrant, yet evoke nostalgia, seamlessly connecting Joe’s to its origins by the Welsh seaside.
For our long-standing client, Cradoc’s Crackers, the rich heritage of Welsh myths and legends inspired the packaging design for their most simple product; a sea-salted cracker. A beautiful, hand-drawn mermaid evokes the enchanting legends and the pristine waters of Wales. This not only creates a compelling shelf presence but also connects consumers to the story.
Let’s Raise A Glass
Welsh food and drink isn’t just about what’s on the plate or in the glass. It’s about the stories woven into every bite and sip. From the misty mountains to the rugged coastlines, and every community in between, Welshness infuses our produce with a unique identity and a commitment to quality that seems to resonate worldwide.
And as we navigate an ever-evolving food landscape, the power of branding becomes increasingly clear. It’s not just about putting a dragon on a label; it’s about telling stories that span generations, harnessing the resilience of our communities, and embracing innovation while honouring tradition.
At designdough, we’re privileged to play a role in this narrative, crafting brands that not only showcase the excellence of Welsh food and drink but also celebrate its rich cultural tapestry. Let’s raise a toast to the producers, the supply chain, the marketers – all those who bring Welsh brilliance to the table. But make sure it’s something Welsh in your glass!
- Welsh Food and Drink Economic Appraisal 2021
- Focus on Wales, The Grocer
- Welsh Food and Drink Economic Appraisal 2021
- https://businesswales.gov.wales/foodanddrink/sites/foodanddrink/files/documents/value_of_welshness.pdf