a vintage photo of Walkers shortbread van in black and white with man carrying a tray of goods

Walker’s Shortbread

How do you modernise a brand whilst honouring five generations of family heritage?


To fully communicate the depth of the Walker’s story on pack and in their wider communications, we created a typeface that drew on their origins, modernising their look and paying homage to the past.

White Walker's typeface on red background with type 'Scotland at its finest'
BACKGROUND

The design took inspiration from hand-painted signage found on one of Walker’s original delivery vehicles that we discovered whilst delving into the family archives.
Close up of a vintage photo of Walkers shortbread van in black and white
Walkers brand logo in black on grey background
CONSTRUCTION

We used the original signage as reference and updated it to create a cleaner and more legible version that would work in modern applications, taking care to retain the stylistic features that let the heritage feel shine through.

Walker's shortbread glyphe block on brown background in white type
In Application

The comprehensive range of characters and alternates allows the designer to craft headlines individually, making sure each one is carefully considered and appropriate for every touchpoint.

Black Walker's typeface on grey background
Three phone screens showcasing Walkers website screens with typeface in action and imagery
Close up photography of a Walkers shortbread box
A digital vending machine of Walker's shortbread surrounded by Walker's shortbread box tins and boxes
Walker's black typeface on grey background
Two digital out of home screens showcasing Walker's Shortbbread ads

Sarah Macaulay, Head of Marketing, Walker’s Shortbread

Fundamental in our brand’s evolution, from strategy to design application on-pack and across our marketing activity.”

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