Warburtons unveil Christmas-themed wax wrapped loaves with Smith & Milton

The Christmas-themed wax paper can be reused as wrapping paper

Warburtons has engaged Smith & Milton to design Christmas-themed wax wrap packaging for the bakery brand, in a bid to drive interest and excitement over the festive period.

Designed to give the appearance of a present waiting to be unwrapped, Smith & Milton was briefed to bring a festive look to the packaging, whilst keeping the original colour palette for recognition.

Iconic festive images such as Christmas trees, stocking, holly and snowflakes have been incorporated into the design along with the finishing touches of ribbons, bows, and gift tags. With Warburtons brand sign off ‘From our family to yours’ featuring on the gift tags.

“Our iconic wax loaves are unique to the bread category in that they are wrapped in wax paper with bright, distinctive colours. Consumers tell us the wax paper reminds them of opening a present so we built upon this insight to re-design the packs for Christmas which we believe will be really impactful in store and create some festive cheer to our consumers,” said Darren Littler, innovation and renovation director at Warburtons.

Smith & Milton’s creative director, Steven Anderson, added: “The brief was a really exciting one to work on and it was important to keep the packs recognisable but also create excitement and impact in the fixture. We didn’t want to complicate the packaging too much, as otherwise it wouldn’t fit with the nature of the product. We opted for a traditionally festive, colourful design which we hope will be in many consumers’ homes this Christmas.”

The packs will be available in store until Christmas Eve (Tuesday 24 December).

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian