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Kingsmill packaging gets new look to strengthen brand personality

Kingsmill is set to introduce a new brand and packaging design later this month as the bread business looks to introduce a stronger brand affinity and personality that extends past the functional attributes of its products.

BrandOpus worked with Kingsmill on the redesign which will see a refreshed look rolled out across the entire portfolio of products with the aim of focusing on the "brighter side of everyday life".

“The new design introduces a fresh, playful and light-hearted touch to a brand that is a well-loved household favourite,” said Paul Taylor, executive creative director at BrandOpus.

Darren Grivvell, director of brands at Kingsmill, added "[BrandOpus] are collaborative, strategic and what stood out the most is their approach to using metaphors to create emotional brand world."

The identity and packaging is due to soft launch from 18 May.

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