Reach has created a new look for bakery brand Sunblest, aiming to overturn its perception as a ‘cheap and dying brand’ in Great Britain.
The new positioning aims to reference the brand’s ‘lighthearted and sunny’ qualities, says Reach.
Reach was appointed to the project by Sunblest parent company Allied Bakeries at the beginning of this year, and work began on the project in May.
The consultancy was tasked with creating a new visual identity that attracts new customers in Great Britain, while retaining its core Northern Irish customer base, according to Reach.
Reach co-created the brief with consumers from Northern Ireland and Great Britain, using their feedback to inform the new designs and positioning.
Hannah Bartholomew, senior project manager at Reach, says, ‘Sunblest had done some consumer research and the feedback was that in Northern Ireland the brand is really popular but in the UK they had lost a bit of brand loyalty and customers. The feedback was that it was feeling a bit dated and was perceived as a cheap brand, as opposed to value.’
The new designs retain the Sunblest signature red colour to avoid alienating existing customers, and the logo has been evolved. The sun graphic has also been ‘softened’, according to Bartholomew, so that it now ‘bleeds off the pack’ to reach out to consumers.
The new branding is launching in Northern Ireland throughout November and in Great Britain next year.