New Look for Kingsmill
Allied Bakeries has unveiled a fresh new design for Kingsmill, updating its distinctive logo and packaging across the entire portfolio.
Allied Bakeries has unveiled a fresh new design for Kingsmill, updating its distinctive logo and packaging across the entire portfolio. The Kingsmill logo has been become warmer and more accessible with the addition of a glimmer of sunshine behind the iconic Kingsmill lettering. A kite swirl and a vibrant new blue colour have been added to the packaging, giving the range better stand out of shelf and a sense of outdoors, freshness and family fun.
Darren Grivvell, director of brands at Kingsmill says: “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 Bakeries will also be changing the name of two of its major 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 is rolling out to stores from May 18.
Source: Allied Bakeries
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