The new packaging reflects the care and pride that goes into baking every loaf using traditional, artisan bread making techniques.
We worked on: Brand Identity | Packaging | Illustration
Despite growth of the bakery category, the Rankin brand was loosing penetration.
Honey’s brief was to make the brand relevant again and appeal to more consumers who appreciate traditional bread made with quality ingredients.
Rankin bread is different from any of the big brands in bread as it is uses traditional bread making techniques, which most companies abandoned in the 1960s in favour of the Chorleywood bread making process allowing bread to be produced faster and at lower cost, often at the expense of nutritional values and taste. We need to communicate to our audience that Rankin bread is nutritional and a real treat, just like freshly baked bread from the delicatessen is.
Like when you treat yourself to bread from a delicatessen, the premium quality Rankin products are designed to look as if they are wrapped and sealed using the new brand mark as a sticker.
The logo has been modernised and the illustration and bright colours add to the contemporary feel and standout of the packaging on shelf.
The tone of voice reflects the celebrity chefs charming personality and passion for his products.
"The new packaging has only just launched but the packs have great standout on shelf and have been very well received so far. We look forward to watching sales grow. ”
Michael Murphy - Commercial Director Irwin’s Bakery