Bringing a new brand to market in an established category can be a challenge – one Sydney-based design agency Loop Brands tackled head-on.
The Loop team, led by Mikey Hart, decided on a fresh approach with a project with new bread brand Bloom, owned by Earlyrise Baking.
The company wanted to add a new family bread range with extra nutritional goodness, but cracking the bread category was going to be tough.
"Our approach was to look at the category codes and how they presented semiotically," Hart told PKN.
"Wheat is often used or referred to as a primary ingredient – it symbolises the idea of naturalness, growth and vitality.
"The challenge for us was to redefine and create a distinctive brand that shoppers could identify with."
So Loop, seeking to connect with mums and family values, came up with a design using purposefully naive, vibrant, and inviting packaging design.
The Bloom brand name represents the strategic idea of growth and vitality, and on-shelf, the design solution has great cut-through when merchandised at scale, creating a bold and iconic field of wheat.
"Through colour, we wanted to portray the feeling of optimism and joy, and we chose different vibrant colours to help range navigation," Hart said.
