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Genius Bread Drum News

Genius hopes for sales rise with redesign by Pearlfisher


By Ishbel Macleod | PR and social media consultant

June 6, 2013 | 2 min read

Gluten free bread range Genius has unveiled a new brand design with Pearlfisher, as it looks to expand its growth.

Mari Laidlaw, marketing manager for the range, said: “Our brand evolution work underlines our commitment to continue to lead and develop this exciting category. With an increasing number of consumers opting to avoid gluten, the category is rapidly going mainstream and the rebrand is part of our response to that trend.

“As we constantly expand into new product categories, we need to ensure we appeal to our core customer group, coeliacs and those with intolerances, but which will also entice new customers, particularly those that are buying gluten-free foods for lifestyle reasons.”

Pearlfisher worked on both the branding and packaging.

Sarah Cattle, Pearlfisher creative director, said: “The new Genius identity has been redesigned to feel confident, modern and friendly, representing the forward-thinking successful brand that Genius is, while still staying recognisable to loyal customers. The thought-bubble represents the imagination and creativity that goes into everything Genius does and reinforces the brand’s position as a leader in developing gluten-free across the world.”

The brand relaunch will be supported by a national My Perfect Toast campaign, which will see a branded VW campervan visit 10 city centre locations and four music festivals throughout July and August.

The experiential campaign will be managed by Mission Media, while digital specialist Maynard Malone has created My Perfect Toast online.

Genius Bread Drum News

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