Allinson Bread Rebrand by Family (and friends) #packaging

Repackage by Family (and friends) London

Allinson bread get's back to its roots

 
Allied Bakeries are seeking to drive awareness of portfolio bread brand Allinson amongst heath conscious UK consumers.

 
With the classic 'nowt taken out' advertising being the only previous recall, the brand owners felt there was a strong rationale to delve back into Allinson’s genuine history to drive interest today.

 The brand has a fine pedigree that has been lost over time; Thomas Allinson set the standard for quality wholemeal bread back in the 1890’s. As a health conscious victorian doctor, with ideas way ahead of his time, he decided to establish his own brand of flour, enabling bakers of the day to create healthier loaves. The modern day bread brand was born out of this story.

 The repackage creates a ‘taste of tradition’ in every sense, from the re-introduction of the brand’s original windmill trademark and Allinson’s signature, through to panels featuring surprisingly  contemporary victorian health tips, drawn from Allinson’s original essays. All this is held together with a newly created,  bold 'victorian sash' device to create cut-through on shelf.

 The design extends to all of Allinson's variants and formats, including new product development 'Brown batch with the taste of sourdough'.

(download)

Family First

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Changing the world one breakfast at a time.

Traidcraft commissioned Family (and friends) to create designs for their newly developed ‘GeoMuesli’ range, the first truly fairtrade muesli in the UKThe range will be launched at the world’s most important trade show for the food industry, the ANUGA trade show (10th-14th October)

Uniquely, Traidcraft's GeoMuesli range is made from a global mix of fairly traded ingredients, sourced from seven countries and across three continents. No other cereal brand can boast this level of fair trade in its product.

The design unfolds the story in a graphic way: featuring silhouetted illustrations of real growers and workers across the globe – the reverse of the pack tells of their personal success and the benefits of buying a fairly traded product.

It is packaged in sustainably sourced recyclable boxing with a bag made of Super-ECO film – completely biodegradable within 18 months.

Alex Durbridge, creative director at Family and friends says of the range “the challenge was to avoid being too worthy - to get the right balance shelf impact and naturalness”.

Traidcraft's unique structure - a trading company and a development charity working together - gives them a distinctive perspective on how trade can be made to work for the poor. It also gives them opportunities to influence opinion and behaviour in the charitable, business and public sectors.

 The new range has three flavours - Mixed Berry, Fruit & Nut, and Exotic Fruit. All three recipes have a base of British oats and wheat cereals  -often local farmers are just as susceptible to the dangers of price capping, forcing bankruptcy and sale.