Certified organic bread producer Bill’s has engaged Sydney-based packaging design agency Jam&Co to revitalise the Bill’s Bread brand and packaging, in time with the launch of a new range of ancient grain sourdough breads.
Bill’s breads have traditionally appealed to a small segment of the nutrition-conscious community such as vegans and organic buyers. The bread also has a strong following with both the kosher community and consumers with diabetics and allergies to preservatives, commercial yeasts, and dairy.
The company sought to reposition the Bill's Bread brand as a leader in the nutirional bread segment on the supermarket shelf.
The team at Jam&Co, led by managing director and brand strategist Jennifer O’Callaghan, sought to breathe new life into the visual expression of the Bill’s brand across all the brand touchpoints, including packaging, marketing collateral and the website.
The key challenge was to create a consistent brand delivering an artisan look and feel that would cut easily across Bill’s entire bread range.
“This real-life Cinderella story needed us to make sure our creative approach delivered against the client's values of finest organic ingredients and ethically nutritious bread," Jennifer O'Callaghan said.
"The new design also had to reflect Bill’s heritage, reputation and experience in the category.”
Jam&Co started with developing a powerful masterbrand, which included a roundel housing the attributes of the brand, and its heritage dating back to 1977.
The new target brand was positioned for easy line of sight and quick consumer recognition on shelf.
Each colour-coded pack represents one of the seven different varieties of the certified organic bread. The brand roundel was also underpinned with the product range variants making the particular SKU easy to find.
Will Magin, Bill’s Bread managing director said, “Every touchpoint has been changed to reflect our new look and feel. Not only did I want to maximise the visual appeal of our breads on shelf, I wanted the new look to speak to the mum looking for a natural and highly nutritious, great tasting bread to feed her family.”
The packaging is gravure printed with a matte varnish by Favorite Plastics Australia. It carries the Australian Certified Organic logo.
