The new designs coincide with the introduction of new products, including the high-fibre white loaf, and Family and Friends’ recent rebrand of Allinson flour, which is owned separately by Silver Spoon.
The consultancy says the new packaging maintains a traditional feel, but ‘moves away from overt connections to Allinson’s Victorian founder Thomas Allinson in favour of a bolder, brighter and more modern interpretation of “wholesomeness”’.
Family and Friends says the new designs also provide simpler visuals and less clutter and messaging to reveal more of the product on-shelf.
Alex Durbridge, creative director of Family and Friends, says, ‘Our aim was to achieve strong shelf standout with as little branding as possible. The bread should sell itself without over-packaging.’
Family and Friends was appointed to the new project by Allied Bakeries without a pitch, following its earlier work on the brand.