As part of their positioning, Hodmedod's wanted to strengthen their farming heritage, but take the first steps to a wider market. Using the hedgehog (the Norfolk 'Hodmedod'), we created an iconic feel for shelf stand out, but one which lent itself to a new strapline ‘Foraging our local land for quality food’ - Driving Hodmedod's mission (corporate and hedgehog, alike), and the behaviour of their consumers.