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Uncle Henry’s Retail packaging for a well-loved local sausage brand

We’ve developed the brand we created for one of Lincolnshire’s best pork producers into new retail environments with bold new sausage packaging.


Uncle Henry’s is a successful and well-known Lincolnshire pork producer.

The family business includes an award-winning farm shop, butchery and cafe, which showcases the best in home-made, home-grown, local and regional produce. The farm shop is a destination for good food and family-friendly activities.

Optima developed Uncle Henry’s brand in 2015 to tell the family farming business’ farm-to-fork story – proudly, boldly and with personality. We saw this successfully applied throughout the farm shop site and promotional materials.

Uncle Henry’s brand and reputation for excellent products resulted in them gaining retail placement beyond their outlets, primarily throughout Lincolnshire Co-op group stores. Optima helped develop the packaging that saw them gain prominent placement for their superb sausage range.


  • Brand
  • Design for print
  • Illustration
  • Packaging


  • Food and drink

We utilised the Uncle Henry’s brand colour palette and applied colour theory to adapt this to their brilliant sausage flavours. Warm colours for spicy flavours like “Firecracker” and “Red Arrows” and vibrant purple for the “Mrs Huda’s Argy Bhaji” curried sausage. For Lincolnshire sausages, the sage brand colour directly references one of the main ingredients.


We were keen that the new retail packaging uphold Uncle Henry’s family farm brand values.

Through pack messaging, we focused on the commitment to quality as a passionate producer of home-reared pork. We referenced the farm shop using illustrated elements of the farm in the established brand illustration style.

We worked closely with Uncle Henry’s packaging company to develop the packaging net to arrive at the final sleeve, tray design and printing process to best reproduce their brand colour. The tactile feel of the uncoated cardboard sleeve materials feels less commercial, and the quality of the sausages they are known for are easily seen, just like on their butchery counter and markets.