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Bill’s Certified Organic Breads

by Elizabeth Freeman on 06/18/2015 | 3 Minute Read

After 10 years Bill’s of marginal sales growth, specialty producer of Certified organic, ethically nutritious bread tasked Australian package design specialist, Jam&Co to re-invigorate the entire brand and packaging for greater supermarket shelf appeal. 

“Besides understanding the growing trend towards authentic artisan bread, the team had to come to grips with the activated grains and complex sourdough yeast baking process. We also needed to discern the nuances between Organic and Certified organic which can often cause confusion with consumers.” 

In his initial design briefing, Will Magin, Bills Managing Director told Jam&Co, “I want the packaging design to speak to the mum looking for a natural and highly nutritious, great tasting bread to feed her family.” 

Brand strategist and agency owner, Jennifer O’Callahan added, “The design had to demonstrate a distinctive range of seven high quality breads which could be easily found via colour coding and a clear benefits panel. Bill’s Breads is a great reminder that a clear communication coupled with a loved brand is a winning formula.” 

The refreshed packaging design maximizes the visual appeal of the ethically nutritious breads on shelf. The packaging overhaul included rolling the new brand and updating the packaging onto bread bags.


Designed by Jam&Co Design

Country: Australia

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