Napier Brown to launch new Whitworths for Baking range designed by Leahy Brand Design

Napier Brown is set to launch its new retail sugar brand, Whitworths for Baking, this spring; with structural packaging, brand identity and design created by Leahy Brand Design.

The range consists of fine caster, superfine icing, fine demerara, crunchy demerara, light soft brown and dark soft brown sugar; each with colour-coded packaging to help distinguish between varieties.

Tim Leahy, managing director at Leahy Brand Design, said: “The Whitworths for Baking brand needed a memorable story, one that is accessible, helpful and communicates innovation. Our core idea was to simply tell the story of 'Whitworths is happiness', after all it’s the simple pleasures in life that make us happy and home-baking is one of those.

"We explored a wide range of packaging structure options with the resealable stand up pouch being favoured for its convenience, freshness and impact and the sprinkler drum for its pleasure and ease of use.”

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