The Brief

Even iconic brands need a refresh now and then. And after 75 years as the nation’s number one gherkin, Mrs Elswood was in the market for a celebratory makeover…

Having worked with Mrs Elswood for the past few years on their social media marketing we were then tasked with evolving their previous branding but maintain recognisability and appeal. The aim? To help broaden their appeal among young consumers and strengthen brand recognition against Private Label wares. 

Our Approach 

A simultaneous strengthening and reimagining of the brand’s longstanding key visuals, our refreshed Mrs Elswood jar brings the woman herself into the 21st century.

To support the sales of Mrs Elswood we’ve curated a visually-driven social media campaign promoting Mrs Elswood as not just as the number one gherkin brand, but the only one people need to know about.

A clear visual style coupled with engaging, humour-led copywriting and community management creates a social presence that appeals, entertains and captures the attention of foodies all over the UK.

Mrs Elswood has been growing consistently in recent years, and we felt the time was right to evolve, and to modernise the brand. Brilliant took time to understand every element of our business to retain all of the core Mrs Elswood values. We’re incredibly proud of the modernisation work across our brand – and we can’t wait to hear what shoppers have to say

Mat Moyes - Senior Brand ManagerEmpire Bespoke Foods


  • Branding
  • Packaging Design
  • Market Research
  • Tone of Voice
  • Brand Positioning
  • Social Media Management
  • Influencer Marketing
  • Food Styling
  • Photography
  • Design
  • Merchandise  


Current client – view our most up to date work below