Kingsmill has adopted a new brand and packaging design across the entire portfolio of its products, created by design agency BrandOpus.
Launching next week, the new identity and packaging was devised “to strengthen the brand, to imbue meaning and personality over and above the functional attributes of the products, whilst establishing a clear portfolio architecture and simplified pack communication hierarchy that will form a strong platform for coherent innovation,” BrandOpus claimed.
The new look features an extension to the existing birds-in-flight motif of Kingsmill’s soft white loaf, with imagery of birds, a soaring kite and clouds in a summer’s sky now appearing on-pack. BrandOpus added that the update “introduces a subtle sense of the brighter side of everyday family life”. It hopes that the new design will drive distinctiveness and emotional connection, aid at-fixture navigation, and create greater consistency and brand impact across Kingsmill’s entire product portfolio.
Kingsmill has adopted the new identity across all of its bakery products.
The London-based agency hopes that it will be establish a point of difference within a cluttered and price-driven marketplace.
BrandOpus executive creative director Paul Taylor said: “The new design introduces a fresh, playful and light-hearted touch to a brand that is a well loved household favourite. It is a pleasure to be involved in redefining Kingsmill’s presence in the category, we are excited to see the brand flying off the shelves in the very near future.”
And Kingsmill director of brands Darren Grivvell said: “BrandOpus have been great partners to work with. They are collaborative, strategic and what stood out most is their approach to using metaphors to create emotional brand world. We’re delighted with the outcome and looking forward to see the impact in-store.”
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