Allinson's

Allinson’s, a wholemeal bread brand, increased sales in the UK by redesigning its packaging to feature a new symbol that reinforced the brand as one steeped in expertise and history.

Design consultancy: BrandOpusAdvertiser: Allied Bakeries

Executive Summary

BRIDGING THE GAP BETWEEN IN-STORE BAKERY AND STANDARD WRAPPED BREAD

Allinson's, a truly authentic 100 year old bread brand, with a pioneering spirit at its heart.

Driven largely by consumption trends around healthier eating, the pre-packaged UK bread market has been in decline for several years. However, bread is still central to home life with nearly every household in England purchasing it regularly, it just seems that shoppers are eschewing mass-produced sliced bread for something more wholesome and artisanal. (The Grocer, Bread & Baked Goods Category Report 2018). Although perfectly...

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