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New brand identity for Warburtons

Bolton-based bakery brand Warburtons has refreshed its identity to communicate its "superior quality" and improve its appeal on shelves.

The new look was designed by Smith & Milton,  which aimed to simplify the look and enhance recognition of the Warburtons family name.

It will start to roll out this month on vehicles and signage before appearing on a refreshed range of packaging from January onwards. All products are scheduled to bare the new identity by next summer.

The new look will also feature on all marketing communications from the beginning of next year, as well as sampling and point-of-sale material.

A new marketing campaign including TV advertising, digital communication, promotions, public relations, sampling and in-store activation will also appear from January.

Richard Hayes, marketing director at Warburtons, said: “Warburtons' investment in this brand refresh is a tangible demonstration of our continued commitment to driving brand and category value growth. We’re confident the new look will increase consumer interest and simplify navigation of the bakery category at fixture where we are a 'sign post' brand for consumers. 

“The refreshed logo and range packaging present our brand’s established strengths in a more compelling fashion and rejuvenate rather than reinvent our look, because our company values and brand proposition are unchanged,” he added.

“Warburton’s family name remains at the heart of our identity and this evolution communicates it in a clearer, more confident manner. Evolving our corporate colour from red to orange presents a warmer, more contemporary expression of our brand personality, drawn from Warburtons historical company colours.

“The new look delivers a stronger range identity, better communicates our key strengths of quality and care and will enhance stand out on shelf. It presents a positive opportunity for our retail customers to capitalise on the enhanced consumer awareness and interest the brand refresh will deliver.”

Featured by The Drum