Project Overview
George Weston Foods commissioned us to create a new look for its ‘Bazaar. Breads of the World’ range that would reflect a distinctive brand personality and emphasise its core values of freshness, versatility and above all… provenance.
The brand is leveraged by harnessing flavours from around the world and relies heavily on authenticity and experience. The packaging needed to reflect the exotic nature of provenance and the vibrancy and freshness it brings to the category.
Project Commissioner
Project Creator
Team
Creative Director - Steve Rischmiller
General Manager - Tara Power
Project Director - Nicola Richards
Project Brief
The real challenge for Anthem in evolving Bazaar’s new look and feel was to make it compelling and impactful and to really help the consumer get closer to the brand.
We needed this range to talk to provenance and inspire the consumer to use the brand in ways that they may never have considered previously. Authentic cues and vibrant photography were necessary to help in the understanding of each variant and the exciting flavours that could be brought to it.
Project Innovation/Need
The range is unified through a stronger on-pack architecture that would have maximum shelf impact and help shoppers to quickly find their favourite product.
It was necessary to build the story of authenticity and provenance through fresh ingredients and traditional anchors, reinforcing the brand’s unique approach to the category. This combined with the simpler approach to the information hierarchy on pack makes it visually stronger and easier to navigate.
It’s a bold, fresh look that celebrates the product, speaks to its selling points and evokes delicious meal occasions.
Design Challenge
The new packaging really starts a conversation with the shopper/consumer. A conversation about provenance, versatility, freshness and credibility.
It was, therefore, vital that the vibrancy of the photography reproduced faithfully on-pack and not flattened out in the execution of the final print of the packs.
The brand had to look fresh and flavoursome. The story of provenance, used to underlay the quality of the product, was key as a point of aspiration in this bread category. We had to ensure that this storytelling was colourful and authentic.
Effectiveness
The refreshed packaging really says ‘pick me up’. It’s a simple and satisfying solution that resonates with consumers on an emotional level and helps them to quickly find their favourite product on shelf.
Creating a strong on pack architecture allowed us to showcase what differentiates the Bazaar range, change category norms and has helped to drive sales in a crowded segment.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to:
- clarity of communication and the matching information style to audience;
- the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements;
- the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and
- the relationship to the anatomy of the structural design.
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