Design firm Smith & Milton creates Christmas-themed packaging for Warburtons-brand bread loaves; bread is wrapped in wax paper with bright, distinctive colors, reminds consumers of opening a present, says company

LONDON , November 26, 2013 (press release) – In a bid to drive excitement and get into the Christmas spirit, Warburtons asked us to bring some festive cheer to their three wax wrapped loaves. The idea needed to have a Christmas theme while still keeping the packs in their own recognisable colours.

Smith & Milton’s creative director, Steven Anderson, said: “The brief was a really exciting one to work on and it was important to keep the packs recognisable but also create excitement and impact in the fixture. We didn’t want to complicate the packaging too much, as otherwise it wouldn’t fit with the nature of the product. We opted for a traditionally festive, colourful design which we hope will be in many consumers’ homes this Christmas.”

Darren Littler, innovation and renovation director at Warburtons, added: “Our iconic wax loaves are unique to the bread category in that they are wrapped in wax paper with bright, distinctive colours. Consumers tell us the wax paper reminds them of opening a present so we built upon this insight to re-design the packs for Christmas which we believe will be really impactful in store and create some festive cheer to our consumers.”

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.