I have just started the third section of this brief "New from old". I have to research and rebrand a redundant product from a list of foods. I chose Luncheon meat, purely because as a child I would always ask for it from Asda just for the 'billy bear' face on it knowing full well that I hated the taste!

The target audience for this processed meat (if you can call it meat) is obviously children, but to make this answer the brief I want to make the main demographic up market shoppers. Potentially people who shop in Waitrose, M&S and other food shops of that reputation.

I want to produce a respectable name and package for Luncheon meat that pushes the product into a more classy area. I think I will now go to Waitrose to look at and feel some of the packaging to give me a better idea of what I want to achieve.