Woolworths Bakery branding 

The brief was to brand Woolworths' in-house bakery environment and products to present them as quality products prepared by highly-skilled artisans, using the finest quality, traditional ingredients. The desired outcome was to become their customers' preferred choice for bakery goods - more than just 'another supermarket department'.

The design needed to set aside the 'norms' of supermarket departments, to create a warm and inviting environment. They needed a flexible solution to cater for the wide variety of bakery sizes and locations, while also creating new packaging, point of sale, advertising and promotional material.

To reflect the feeling of a 'high street' bakery, we used a traditional style of font and graphic - utilising warm, inviting colours. We had an emphasis on great photography to show the quality and range was as good as, if not better than, other specialist bakeries.

The results were increased traffic through the bakery area and, consequently, increased sales.

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