Warburtons is a British baking group based in Bolton with bakeries across Great Britain. Last autumn, the family bakery launched a new look that was a clean break with the past. The new look was created by the London design agency Smith & Milton, who were appointed in March 2010.
The previous logo, a crest-like creation, which included a red rhombus, blue ribbons and the phrases "Family Bakers" and "Since 1876", was retired in favour of a "confident" wordmark. It is now displayed across the lower half of all packaging.
The rebrand was announced in UK specialty media in late October and early November last year. At that time, it was reported that the new look would appear on packaging from January, and that the transition would be completed by the summer. It was also reported that the previous look was introduced twelve years ago.
Packaging shots and more information after the jump.
The following quote is attributed to Warburtons marketing director Richard Hayes:
“Warburtons investment in this brand refresh is a tangible demonstration of our continued commitment to driving brand and category value growth. We’re confident the new look will increase consumer interest and simplify navigation of the bakery category at fixture where we are a 'sign post' brand for consumers.The following examples of Warburtons packaging were published in the press section of Warburtons' website.
The refreshed logo and range packaging present our brand’s established strengths in a more compelling fashion and rejuvenate rather than reinvent our look, because our company values and brand proposition are unchanged.
Warburton’s family name remains at the heart of our identity and this evolution communicates it in a clearer, more confident manner. Evolving our corporate colour from red to orange presents a warmer, more contemporary expression of our brand personality, drawn from Warburtons historical company colours.
The new look delivers a stronger range identity, better communicates our key strengths of quality and care and will enhance stand out on shelf. It presents a positive opportunity for our retail customers to capitalise on the enhanced consumer awareness and interest the brand refresh will deliver.
Warburtons brand guidelines (archive)
Smith & Milton case study (archive)
Smith & Milton