Warburtons has launched a simplified, orange-coloured logo, which will be rolled out on all packaging, vehicles and signs over the coming months.
The company said that the updated brand was designed to “differentiate” its product range, making it stand out on shop shelves and making it easier for consumers to browse the bakery category.
The new look, which will begin to appear on packaging from January, does away with the current design comprising a red crest and the ‘Since 1876’ tag.
“Warburtons’ family name remains at the heart of our identity and this evolution communicates it in a clearer, more confident manner. Evolving our corporate colour from red to orange presents a warmer, more contemporary expression of our brand personality, drawn from Warburtons’ historical company colours,” said Richard Hayes, marketing director at Warburtons.
“The new look delivers a stronger range identity, better communicates our key strengths of quality and care and will enhance stand-out on-shelf,” added Hayes. “It presents a positive opportunity for our retail customers to capitalise on the enhanced consumer awareness and interest the brand refresh will deliver.”