Irrewarra Sourdough

Asprey Creative

37 Freeman St, Fitzroy North VIC 3068, Australia

Design: Asprey Creative
Project Type: Produced, Commercial Work
Client: Irrewarra Sourdough
Location: Melbourne, Australia
Packaging Contents: Bread, Granola
Packaging Substrate / Materials: Paper, Plastic
Printing Process: Offset

Irrewarra is a successful bakery in rural Victoria, Australia with a huge following, genuine heritage and, when they approached us, a clear need for a prouder, more confident brand strategy.

We took a holistic approach to reinventing Irrewarra’s brand and packaging. We improved the brand’s expression by simplifying and modernising messaging across all their touchpoints. We reinterpreted the brand mark without detracting from its heritage, consolidated brand expression across secondary product ranges and refined brand language to tell a more engaging story of quality ingredients and pride of place.

Irrewarra is a successful Victorian bakery with a huge following, genuine heritage and, when they approached us, a clear need for a prouder, more confident brand strategy. We took a holistic approach to reinventing Irrewarra’s brand and packaging. We improved the brand’s expression by simplifying and modernising messaging across all their touchpoints. We reinterpreted the brand mark without detracting from its heritage, consolidated brand expression across secondary product ranges and refined brand language to tell a more engaging story of quality ingredients and pride of place.