After 10 years of marginal sales growth, Bill’s, specialty producer of certified organic, ethically nutritious bread contacted Jam&Co for help to reinvigorate the entire brand and packing on the super-market shelf. The objective of the brief was to ensure the new brand and packaging design reflected the current trend in artisan bread.
The goal of the brand revival was to maximise the visual appeal of the high quality breads on shelf. Every touchpoint needed to be changed to reflect the refreshed look and feel.
By updating the iconic Bill’s brand logo and placing it in the key visible on shelf area, this enabled the variants to stand proud and distinctive. As a loved brand Bill’s has witnessed unprecedented growth. Proving that if you get your brand strategy right, amazing results follow!
The Jam&Co design team set about by creating a whole new colour palate for Bills, one that resembled their brand essence and would drive emotional connections with consumers.
By updating the iconic Bills brand logo and placing it in the key visible on shelf area, this enabled the variants to stand proud and distinctive.
This ensured consumer decision making was easier and driving that emotional connection with the heritage of the brand. We also developed benefit based name’s for additional product variants that really tapped into the consumer fear that bread is bad and demonstrated the positive’s for your health of eating Bills Bread.