The consultancy was appointed to the work following a three-way pitch in February and tasked with giving the packaging increased standout as part of a wider campaign, with ad agency M&C Saatchi working on press advertising.
Family and Friends says it was briefed to delve back into the brand’s history for the work, adding, ‘The brand has a fine pedigree that has been lost over time.’
The consultancy has reintroduced the brand’s original windmill marque, alongside founder Thomas Allinson’s signature.
It has also introduced panels featuring health tips, drawn from essays by Allison, a Victorian doctor who established his own brand of wholemeal bread. Family and Friends says the packaging also uses a ‘bold’ sash device for cut-through on shelf.
The new designs, which extend to all varients and formats, including the new brown batch with a taste of sourdough, launch this week.