Services

Strategy / Brand Audit / Brand Identity / Packaging / Design / Copywriting / Implementation

Challenges

Despite being the UK’s number one grocery brand, Warburtons needed to gain greater awareness in the south of England.

Part of the task was to carry an identity with the confidence and discipline of a brand leader. Selling 2 million products per day, an ebullient brand was required to repel growing competition from the proprietary brands, specialist bakers and own label.

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Jonathan Warburton, Chief Executive

“This is a family business with a proud history and 
an ambitious future. We were introduced to Smith & Milton and found a team of people we could trust to guide and build a brand for the 21st Century.”

 

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Approach

A detailed Armoury™ audit confirmed the strength in its family origins and the scale and significance of its key product ‘brands’. This defined a strategy to build personality and
a bolder identity into every product offer.

+2m

Products sold every day.

Our organising thought

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Solution

We defined a brief to elevate the brand thinking towards ‘The 21st Century Bakery’. To reflect its premium position we set a brand tone of voice that informed a new brand mark, packaging redesign, NPD, internal communications, the livery for the entire delivery fleet and onsite signage and communications.

+86%

Market penetration — An all time high for the brand.

Packaging principles

  1. Understand the packaging format
  2. Define the key product colour
  3. Consistent positioning of brandmark
  4. Individual product identity
  5. Product personality — illustration, imagery, texture
  6. Language expression — part of the seed to crumb story
  7. Endorsement from Jonathan Warburton
  8. ‘Baked on’ and ‘best before’ date

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£49m

Growth since re-launch.

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+64%

Improvement in shelf stand-out.

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Jonathan Warburton, Chief Executive

“The new look delivers a stronger range identity, better communicates our key strengths of quality and care and will enhance stand out on shelf.”