George Weston Foods Design & Branding TIP TOP PACKAGING by Interbrand Group

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Industry Bread
Media Design & Branding
Market Australia
Agency Interbrand Group
Designer Malin Holmström
Released September 2010

Credits & Description

Category: i. Own Label and Private Label brands
Product/Service: BAKER
Date of First Appearance: Sep 6 2010
Entrant Company: INTERBRAND, Sydney, AUSTRALIA
Creative Director Australia: Mike Rigby (Interbrand)
Managing Partner Australia: Dominic Walsh (Interbrand)
Senior Client Manager: Katie Barter (Interbrand)
Senior Designer: Abi Singmin (Interbrand)
Designer: Malin Holmström (Interbrand)
Production: Oliver Kendal (Interbrand)
Media placement: 6 Varieties Of The Core Range Bread Packs - Grocery Stores, Convenience Stores And Supermarkets Nationwide - September 6, 2010
Media placement: 2 Varities Of Fruit Toast Packs - Grocery Stores, Convenience Stores And Supermarkets Nationwide - February 28, 2011
Media placement: 3 Varities Of UP Wraps - Grocery Stores, Convenience Stores And Supermarkets Nationwide - January 31, 2011

Describe the brief from the client
Since the 1950s, Tip Top has been baking some of Australia’s favorite bread. Generations have grown up enjoying the great taste of brands like Sunblest, 9 Grain, and UP. However, over time the Tip Top brand had lost relevance and market share underneath a confusing clutter of colours, messages, and product claims. Our task was to ‘revitalise’ the core bread packaging ranges, as well as introduce a new product in ‘UP Wraps’.

Describe the challenges and key objectives

We identified four key objectives:

– To give much more prominence to the Tip Top masterbrand and to unlock the latent equity lying dormant in the brand.

– To simplify on-pack communications and introduce a more playful and distinctive tone of voice.

– To improve standout and on-shelf blocking by choosing one strong colour per sub-brand.

– To create the right connection between the masterbrand and the individual bread brands.

Describe how you arrived at the final design

Using a balanced mix of shopper observations and packaging strategy, we refreshed the masterbrand identity, remodeled the portfolio’s brand architecture, and redesigned the full range of packaging.

We successfully elevated the role of the masterbrand across all ranges through a simple fold-down graphic device that communicated Tip Top’s genuine, honest character, revealing quality products with nothing to hide.
We dramatically simplified on-pack information, reduced clutter, and introduced a more conversational ‘Australian’ tone of voice, bringing a distinctive personality to each sub-brand.

By choosing one strong colour per sub-brand, all packs achieved effective blocking and increased shelf standout.

Give some indication of how successful the outcome was in the market
A research study conducted by an independent source identified the following measures of success against the client’s objectives:

- Re-establishing the Tip Top masterbrand – 90% very well.
- Clarify the role of the sub-brands – 89% very well.
- Improve shelf standout – 91% ‘outstanding differentiation’.

The research also suggested a significant increase in the packaging’s shopper appeal and unprompted awareness.