Earlier this month, Kingsmill debuted their latest packaging design as part of a £10 million marketing investment. This is the second time the bread-maker has rebranded in two years. It's fair to say there have been mixed, doughy views of the new look. It's not as if they knead the attention ;-)
A creative new look
Created by brand design agency BrandOpus, the new design ditches the royal blue background that was introduced last year in favour for a golden yellow to invoke “feelings of warmth and joy associated with bread and bakery” across all its products. The packaging also features a creative ‘K’ shaped window and a handwritten logotype in its traditional blue.
Zoe Taphouse, category director for brand owner Allied Bakeries, said:
“We are delighted to be launching such an extensive rebrand for Kingsmill which will place bakery front-of-mind for both retailers and consumers, reminding them of the excitement and variety in the category.”
What we think
We’re big fans Kingsmill’s new packaging. While it's not my style, the way it caters for its audience with a fun, friendly design is impressive. It also creates a great balance of big brand flare and artisan craft. You have to admire it when a big business understands and acts when they need to change and change again.
Do you like Kingsmill’s new look? Tweet us your thoughts or comment below.