Bread brand Kingsmill has updated its look for the second time in two years, opting for a 'warmer' yellow brand and abandoning the blue it introduced last year.
Kingsmill is facing growing competition in the bread category and it needed to "define a clearer proposition in order to help differentiate it from the competition and achieve greater stand out on shelf".
Brand design agency BrandOpus has created the new brand identity and pack design, which comprises a warm yellow background, however the hand-drawn logotype retains the Kingsmill royal blue.
“There’s great opportunity within the bread category for a brand to really create some differentiation” said Janene Warsap, marketing director, Allied Bakeries. “BrandOpus has expertly captured and translated what Kingsmill’s core values are through our new identity, and helped to make us a real destination brand. We are excited to see how the consumers react to the new look as it rolls out this Autumn.”
The new look hopes to shift perceptions of the brand from “mass-manufacturer” to focus on “the people behind the scenes” and “the simple pleasures of bakery”.