Sean Minter is the owner of Minter’s Fine Foods, based in Fenton, Stoke-on-Trent. The company was started by his father in 1961, and supply artisan-style foods such as conserves, sauces, confectionery and spices to British, Cottage Industry suppliers and independent retailers. They also offer an optional bespoke labeling service for their customers.
Sean firstly approached us to have the yearly product price list re-designed, as he felt that the previous designs needed refreshing and bringing in line with the company’s target market. He wanted something which would really make his client sit up and look at his new price lists.
Sean also needed a new website for the Minter’s brand. He had previously been using another trading name of Grocer’s Brokers, but he wanted to move the brand towards the Minter’s name to give it more of a personal touch and a family-orientated feel. The website would match up with designs of the price lists to give the rebrand consistency and a trustworthy feel.
We first set about the design of the price lists. Sean gave us a comprehensive list of all of the products on offer and their prices. We first laid out the content, and then saw to the design. We wanted to give a country, almost vintage feel to the company, so we worked with a muted green palette and a striped theme through the brochure. We also designed miniature characters to feature throughout the brochure. The style of the characters was designed to draw attention to fact that the business was a small family business which has a hands on approach to the manufacture of the products. This gave a look of quality and also reflected the ideals of the business, i.e. to support local and small retailers.
Sean was very happy with the results of the price list and website. All 3,000 price lists were delivered by hand and on time before Christmas so that they could be sent out to customers before the new year. They have since requested a revision of the pricelist each year for new stock coming in and old lines being removed.
The website has also recently been revised to include e-commerce functionality, so that their customers can purchase goods online at any time of day, easily and quickly. The build of the site brought along a few challenges, namely that it was a wholesale site split into 2 sections for customers ordering own-label products and Minter’s branded products, which applied to different customers at different price points. There were also other specifications for specific types of products such as enabling orders of half-case quantities. All obstacles were overcome and they are very happy with the finished result, with the staff trained on how to manage clients and the large inventory of stock. The site has been in use for a number of months now, and has been very useful to their clients and brought the business into the digital age.