Product Information

Consumer Packaging

Stockcode:

Mighty White

Challenge

Mighty White bread was first launched back in the eighties (as white bread that’s high in fibre) and even now it’s still fondly remembered by those ‘of a certain age’. Being a bit of an icon, we were delighted to be asked to help rebrand it for a new generation. The Allied Bakeries team wanted a crisp, contemporary pack that retained the original red, white and blue colours and had a broad family appeal. Another key objective was to incorporate the Kingsmill identity including its signature bright yellow background – a key asset of the Kingsmill brand. Our overall aim was to create a pack with maximum visual impact in the crowded, competitive bread category.

Solution

Our new pack is strong and vibrant and uses a bold upper case font to bring Mighty White’s big personality to life! Wheat illustrations give the high fibre cues (core to the product’s positioning) and the Kingsmill logo is held in a sunny, yellow ‘mighty’ loaf shape. White is the main background colour which communicates the white bread proposition and gives standout on shelf. As the bread is often merchandised in baskets, all facings of the pack have been used including the top which carries the key product claim – great tasting white bread that’s high in fibre and calcium.

Result

“Jo and the team were a delight to work with. They understood and answered the brief with clarity, responded with pace and always on hand with helpful suggestions. The end result was true to the Kingsmill brand but drew on cues from our original Mighty White. The team was delighted with the pack stand out and overall on shelf presence. The product has been on shelf since early March and has surpassed
pre-launch sales expectations.”

Senior Brand Manager

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About us

With more than 30 years of experience, DGI is a multidisciplinary brand design and marketing agency. Our passion is creating brilliant brands. We love nothing more than working with clients to deliver creative, strategically smart solutions that add value to their businesses.

We Specialise in:

Brand Creation
Packaging Design
Brand Identity
Brand Strategy & Planning
Naming & Positioning
Point of Sale
Brand Communication
Digital Media

How we can help…

Brand Creation

Creating new brands and launching new products is what we love to do. Our first step is to create appealing concepts that differentiate ourselves from the competition with strong positioning. Once the name and proposition have been selected, we create marketing materials that will attract the target audience.

Packaging Design

The development of top-notch packaging is what makes us tick! In today's competitive in-store environment, we'll ensure your brands always catch the consumers' attention on-shelf.

Brand Strategy and Planning

Using our expertise, we'll determine what your target consumers want and need. Our team can then help you develop (or fine-tune) your brand's positioning and plan your product portfolio accordingly. As well as creating awareness and encouraging consideration, we are also capable of suggesting effective communication strategies.

Brand Communication

Your brand can communicate effectively at every touchpoint with your consumers with the help of our team. Media such as digital, point-of-sale, literature, advertising, and sales support materials are included in this category. Our team can also design and build websites and create content that will engage your consumers.

How we work…

Our core value is 'creativity that gets results', and we'll always go the extra mile to help you achieve your business objectives...
In order to ensure everyone in the team is on the same page with the commercial challenge, we always spend time 'upfront' understanding a client's business, category, and consumers.
All projects, regardless of size or budget, are overseen by the senior team.

We are able to handle those quick turnaround projects that many others would find impossible, knowing how fast things move today.

It is our firm belief that this partnership approach delivers the best results.

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