Allied Bakeries has unveiled a new design for Kingsmill, updating its logo and packaging across the entire portfolio.
Allied says the Kingsmill logo has been become warmer and more accessible with the addition of a glimmer of sunshine behind the Kingsmill lettering. The addition of a kite swirl and a new blue colour aims to give the range better stand out of shelf and a “sense of outdoors, freshness and family fun”.
The new look has been designed with the intentions of increasing appeal amongst families and bringing to life Kingsmill’s warm and wholesome qualities.
Darren Grivvell, Director of Brands at Kingsmill said: “We wanted to give our logo and packaging more personality to strengthen our positioning as a wholesome family favourite. The changes we’ve made have helped the brand appear a little more playful and lighthearted whilst still being impactful and easy to shop. Our research has been very encouraging with consumers who identify the freshness and modernity of the design, whilst still appreciating they can see all our bread.”
In addition to the new logo and packaging, the Bakery Favourites range will be transformed into the new Kingsmill blue, from their current orange colour, to help shoppers more easily find Allied Bakeries brands on the shelves and give a stronger presentation of the brand colour.
Allied will also be changing the name of two of its products. Oatilicious will become Oaty White, making it clearer to that it’s still white bread, but with the goodness of Oats and no bits. Secondly, Crusts Away will soon become known as No Crusts. The new name has been chosen to better represent the mixed audience of the crust-less bread, half of which is adults without children.
The new identity will start being rolled out to stores this week.
