Warburtons

By Tom Posted on March 24, 2011 1 Comment

“Here at Warburtons we have been working very hard on developing new packaging designs for all products in our range. The new packaging features our new logo and our new brand colour ‘Baked Orange’. We will gradually change to new packaging designs across the range from February and this will take several weeks to complete. Although the packaging is new you can be assured that the products inside are still the same family favourites that they have always been. We would welcome any feedback you have on our new logo and packaging designs” Warburton Website

Warburtons has recently refreshed its branding (pictured above top) and will roll it out across new packaging in the near future. We’ll be interested to see how it affects sales which have been slightly declining according to a report in The Grocer. It is always difficult and often unwise to pass judgment on design without fully understanding the context and insight of the brief and the objective and future plans for the brand. We always champion remarkable, bold and challenging design but our first, uniformed, reaction is there are elements of previous design (pictured bottom) that seemed to deliver the authority and heritage the brand was based on. In the bread wars Hovis versus Warburton it is the knowledge, experience and trust of the baker that consumers buy into. The new look is very striking and simple and purely through it difference has generated debate, interest and publicity. We’ll watch this space to be proved wrong but at the moment the branding, packaging and livery remind us more of a logistics company over a Bakery.