Kingsmill, the primary bread brand from the British bakery group Allied Bakeries, has introduced a new look, adopting a new consistent packaging design across its product range. All packaging now features a prominent "window" that allows consumers to see the bread.
Kingsmill's previous design was introduced in early 2007 and created by the British brand consultancy Vibrandt, now known as 1HQ. It broke a tradition of "regal" victoriana logos and imagery for a fresh, bold and modern design. The crown that was present in previous logos was dropped in favour of a sunburst that one might interpret as a crown. Later packaging design has been created by both 1HQ and Dragon Rouge.
The new design aims to provide consistency with a common design across the product range and is more an update than a break with the 2007 design. The new logo is a refreshed version of its predecessor with a lighter typeface.
"The new packaging has been designed to give the Kingsmill brand a more consistent look across the whole range. The look and feel of the original branding has been retained so that shoppers can easily recognise the brand on the fixture however the Kingsmill's logo has been updated and a large transparent window has been added to the pack to allow the shoppers can easily see the bread. "Just as consumers like to pick up a loaf to feel how fresh it is, they also want to see what the bread looks like," said Allied Bakeries brands director Will Ghali." - Allied Bakeries press releaseThere has been some weeding out in the vast sub-brand portfolio, which means the "Great Everyday" and "Love to Toast" sub-brands have been abolished.
The Grocer reported about the redesign in early December, saying the new packaging would be available in stores the following week, accompanied by a social media campaign.
Before and after pictures of selected products. Apologies for the low resolution.
All the sub-brands have also been given new, wildy different logos.
Two logos used before 2007, for comparison.
|Logo used until 2007.|
|Another previous logo, introduced around 2003.|
Update January 10: It was later reported that 1HQ, who redesigned Kingsmill in 2007, was also behind the new design.
Allied Bakeries (archive)