Family and Friends repackages Allinson Bread

Family and Friends has created new packaging designs for Allied Bakeries brand Allinson Bread, which replace the previous designs it developed in 2011.

High fibre white loaf
High fibre white loaf

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”’.

Sunflower and pumpkin loaf
Sunflower and pumpkin loaf

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.’

Wholemeal loaf
Wholemeal loaf

Family and Friends was appointed to the new project by Allied Bakeries without a pitch, following its earlier work on the brand.

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