Warburtons has redesigned its packaging to mark its 150th anniversary, developed in partnership with brand design agency Taxi Studio and aiming to boost brand recognition for shoppers.
The new design consistently features the company’s ‘Baked Orange’ colour across the portfolio, seeking to create a ‘wall of brand’ on shelf. The imagery also showcases products prepared and ready to eat for different occasions.
The ‘Family Seal of Quality’ features chairman Jonathan Warburton’s signature. He comments: “As we celebrate 150 years of baking excellence, this bold new packaging marks a pivotal moment for Warburtons. It’s a powerful visual statement that reinforces our position as Britain’s favourite family bakery.
For our retail partners, this means unrivalled presence on shelf, streamlined navigation for shoppers, and a powerful system built to drive accelerated and sustained category growth. We’re incredibly excited for consumers to see this new look, which embodies the warmth, quality, and consistency Warburtons is known for, and sets us up for another 150 years of success.”
The new packaging began rolling out across the entire portfolio from March this year.
In other packaging design news, Gü’s dessert packaging underwent a global redesign in January spearheaded by strategy and branding agency Derek&Eric, to improve consumer navigation and shelf appeal. The updated appearance hopes to simplify on-pack communication, strengthen Gü’s shelf presence and justify the price point of its products.
A few months later, Derek and Eric partnered with illustrator Joe Whale (also known as Doodle Boy) to re-design Little Dish’s latest pack in an interactive format, encouraging children to colour in and draw on the packaging. For the new pack, the sleeve features black and white illustrations and an empty panel for children to fill with their favourite doodle.
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