Warburtons is marking its 150th anniversary with a packaging redesign across its entire 70-plus product portfolio.
This significant brand refresh is aimed at uniting the range under a powerful, cohesive visual identity to help boost brand recognition, said the company.
The bold and modern new look was developed in partnership with Bristol-based brand expression and design agency Taxi Studio. Warburtons revealed it is looking to drive sales through the leveraging of its cherished and instantly recognisable ‘Baked Orange’ colour, by revolutionising its food photography, and by elevating its wordmark.
The company called its orange colourway a powerful brand beacon made famous by out-of-home advertising and the delivery fleet. Its consistent application across the entire portfolio creates a dominant ‘wall of brand’ on shelf, making Warburtons products unmissable and simplifying shopper navigation, it added.
Photography is to move beyond static pack-shots, with new mouth-watering imagery showcasing products prepared and ready to enjoy, inspiring usage occasions and encouraging shoppers to visualise the delicious possibilities.
The subtly curving Warburtons wordmark, said to be inviting and evoking a smile, has also received a makeover. On some packs, the ‘Family Bakers’ slogan has been moved up and transformed into a circular motif with the words ‘Born & Bred’ added along with chairman Jonathan Warburton’s signature across the middle. Products for toasting, meanwhile, such as its Toastie sliced loaves and crumpets, have a new shining gold logo above the wordmark proclaiming 150 years of toasting between 1876 and 2026.
Warburtons has begun rolling out the new packaging across its portfolio this month, with full distribution expected throughout the year.
“As we celebrate 150 years of baking excellence, this bold new packaging marks a pivotal moment for Warburtons,” commented Jonathan Warburton. “It’s a powerful visual statement that reinforces our position as Britain’s favourite family bakery.
“For our retail partners, this means unrivalled presence on shelf, streamlined navigation for shoppers, and a powerful system built to drive accelerated and sustained category growth,” he added.
Last month, Warburtons launched a new TV ad starring Morgan Freeman as part of its marketing campaign entitled ‘150 years in the Baking’. This includes mentions of the succession plan underway at the Bolton-based family business, which is being passed on to the sixth generation.
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