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Case Study

Quinton and Wylde

Packet renders for Quinton and Wylde snacking range.

The backstory

STM Procurement is our sister company and takes brand development that bit further by supplying a product sourcing and logistics solution to the inflight and UK on-trade sector. Working from the ground up, we have built a range of private label products with quality ingredients that deliver high margins for the retailer

The challenge

Following a request from a number of category buyers, we were set the challenge to develop a premium snacking brand. The brand would justify a premium price point and be sourced from British ingredients. Quality, intrigue and exclusivity would elevate and position the product range over the recent wave of ‘posh crisp’ brands.

The Solution

Playing on the continued trend and revival of all things traditionally British, we based the new brand on discerning snacking with authority but with a rye sense of humour. Say hello to Quinton & Wylde (Ambrose Leopold Quinton & Montague Julius Wylde). Two caddish characters from the 20s and 30s who live at the heart of British high society. From their privileged position on all that is good and proper, they provide insightful commentary through social media.

With an appetite for travel and cultural etiquette, the experiences of the finer things in life dictate the exacting standards of Q&W. Endorsed by the pair rather than produced by them (which would imply some form of toil), the range reflects their exploits through the British ‘Season’ and their overseas engagements.

The Results

An experiment in brand building and communicated solely through social media in 2016, the positioning will be born from a reflection of two fictional yet authentic personalities. The first products under the Q&W brand: potato crisps, will be introduced in January 2015 and with production samples already received growing interest within inflight and enquiries from the US. In its infancy, the brand will develop with Quinton & Wylde’s notoriety, as they continue to commentate throughout the social calendar.