Duo cooks up a new bread identity

A duo of design groups has worked together to develop packaging and branding for a new range of part-baked breads for agricultural group Yattendon Estates.

Product design group Factory Design and graphics and print consultancy Atelier Works collaborated on the project, after the client’s management board gave the go-ahead for a consumer product range.

The name and brand values were inspired by time spent by both consultancies at Yattendon. ‘There is a natural tendency to be suspicious about modern farming methods, but at Yattendon we found an estate where the owners seemed to be putting as much energy into looking after the land, wildlife and estate as they did into making produce. We tried to reflect this honesty and integrity in the way we developed the brand and subsequently designed the packs,’ says Factory director Adam White.

Three intitial product ranges – Berkshire butteries, country cobs and olive rolls – are due to go on sale in selected supermarket branches later this month. ‘Rather than invent a name and image, we wanted to reflect what was there,’ adds White.

A contemporary look was chosen for the products, while packaging materials have been selected to give a sense of traditional values. The aim is to convey a sense that the products have been wrapped especially for the customer, as in a traditional bakery.

Client: Yattendon Estates

Consultants: Chris Clark, FJD

Marketing; Bill Howard, Royal

Agricultural College

Design: John Powner and Natalie Turner at Atelier Works; Adam White, Factory Design