To develop the packaging system we focused on customers buying habits where they frequently purchased specific variants based on that bread’s unique characteristics.
This informed us to create meaningful categories within the range such as The Toasting One, The Rustic One, Healthy Grains and Soft Baked.
Categories that made real sense to real people.
We then crafted a unifying product name holding device where the typographic structure allowed the bread type, category and cut to be communicated clearly.
The use of a vibrant colour palette with background patterns allowed each variant to have its own unique look whilst still being visually part of the overall family of breads.