As a insignia, the chevron is used to indicate importance or rank. This was developed as a quality mark for the Musgrave Excellence brand identity and to separate it from any competition.

As part of the development of the brand identity and brand manual was produced to ensure consistency in production of a full range of packaging requirements across a variety of pack types and substrates.

Projected to turnover €3million in the initial year of launch, the Musgrave Excellence brand more than doubled expectations with an turnover of close to €7million.

Design effectiveness is of the utmost importance in achieving results, this is demonstrated with the launch of the Musgrave Excellence Mayonnaise tub capturing 11% of market share within two weeks and similarly the Ketchup tub capturing 17% share within a similar period. This was achieved solely through the strong packaging design as neither product was being actively promoted.