Lovely Package

Curating the very best packaging design


October 29, 2011 | 4 Comments

Designed by Family(and friends) | Country: United Kingdom

Allied Bakeries are seeking to drive awareness of portfolio bread brand Allinson amongst heath conscious UK consumers.

Family (and friends) was appointed in February 2011 after a three-way pitch to give the brand’s packaging increased standout and relevance as part of a wider campaign.

With the classic ‘now taken out’ advertising being the only previous recall, the brand owners felt there was a strong rationale to delve back into Allinson’s genuine history to drive interest today.

The brand has a fine pedigree that has been lost over time; Thomas Allinson set the standard for quality wholemeal bread back in the 1890’s. As a health conscious victorian doctor, with ideas way ahead of his time, he decided to establish his own brand of flour, enabling bakers of the day to create healthier loaves. The modern day bread brand was born out of this story.

The repackage creates a ‘taste of tradition’ in every sense, from the re-introduction of the brand’s original windmill trademark and Allinson’s signature, through to panels featuring health tips, drawn from Allinson’s original essays.

All this is held together with a newly created,  bold sash device to create cut-through on shelf.


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4 Responses to “Allinson”

  1. Billy
    October 30th, 2011 @ 2:42 am

    Looks like the average bread packaging in Sweden…

  2. Jin Designs
    October 31st, 2011 @ 2:11 am

    It’s average bread packaging for average bread. The designers have done an accurate job.

  3. Ranish
    November 1st, 2011 @ 5:08 am

    The package was quite interesting.

  4. Dinkle
    November 7th, 2011 @ 7:10 am

    For really below average design – see Jin Designs work!

    Look at the current bread market then look at these and you can not call them average. They are doing something different.

    Hats off to them.

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Lovely Package

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