Buchanan’s of Scotland Brand & Packaging
Brand Strategy
Brand Identity Design
Consumer Packaging Design
Product Range Visual System
Buchanan’s of Scotland has partnered with Goulding Media for decades, working closely across brand strategy and packaging design. When the iconic confectionery brand set its sights on expansion beyond Scotland and across the wider UK market, they turned to us to reshape how the brand appeared on shelf and in the eyes of national buyers.
THE CHALLENGE
Despite strong product quality and long-established heritage, Buchanan’s was struggling to secure new retail listings, particularly outside of Scotland.
Feedback from buyers was consistent: the packaging felt old-fashioned, overly traditional and too closely tied to regional Scottish cues, limiting its appeal within English and broader UK markets.
The brand needed to evolve without losing its history — retaining the trust of existing customers while becoming more commercially competitive across national retail.
It needed to feel like a step forward, not a departure.
THE SOLUTION
We began with a full strategic reset, using globally successful Scottish brands as reference points for premium positioning and shelf authority.
The brandmark was rebuilt, keeping the Buchanan’s truck and typography for heritage while removing the thistle to soften heavy regional cues. The truck illustration was simplified for reliable reproduction.
Navy became the core brand colour, paired with gold detailing to communicate quality and confidence.
A new packaging system was created with flowing flavour graphics, a clear product window and simple, appetising flavour descriptions.
Custom typography was developed for the product names to create strong shelf impact and help the range stand out in new markets.
Distinct flavour colours were introduced to improve navigation and support repeat purchase, while the real product window reinforced trust by allowing shoppers to see the product inside.
We strengthened both the front and back of pack with clearer health storytelling, nutritionist guidance and new photography. The system was then rolled out across every major touchpoint — from in-store and exhibitions to advertising, digital retail content and campaign assets — creating a fully connected brand experience.
THE RESULT
The results have exceeded expectations.
By 2025, Buchanan’s became the number one selling confectionery brand in Scotland, while rapidly expanding listings throughout the United Kingdom. Brand growth accelerated across multiple channels, achieved with minimal marketing support — placing packaging at the centre of commercial success.
The redesign repositioned Buchanan’s from a regional heritage brand into a nationally competitive confectionery business.
Most importantly, the client is delighted with the outcome, and the new packaging now acts as the primary driver of brand growth, retail acceptance and long-term commercial performance.
The success led directly to the expansion of the range, including the launch of Recovery & Revive in 2025, and continues to deliver strong performance across retail and online today.
Our partnership with Butcher’s spans over a decade, covering brand strategy, packaging, activation and sales support. During this time, and with the brilliant leadership of Butcher’s senior management, the business has doubled in size, growing from £70m in 2012 to £140m in 2023 (latest publicly available figures).
