Supermarket bread manufacturer Tip Top has redesigned its masterbrand and product packaging across its full bakery range.
The objective of the new, modern look was to create packaging that stands out on supermarket shelves, while remaining instantly recognisable with customers.
George Weston Foods commissioned Sydney design agency Saltmine, which began by shifting the colour palette to richer tones and modernising the typography, while retaining the iconic map of Australia and the ‘good on ya mum’ sign-off.
βKey to this projectβs success was staying true to the brandβs heritage while also creating a fresh new look that would allow Tip Top to strengthen its leadership in the bread category,β Saltmine managing director Sara Salter told Marketing Mag.
An βestablished in 1958β tagline was added to reaffirm Tip Topβs heritage in the baking sector.
Across the product packaging range, a red βswooshβ has also been included to highlight freshness and pride in the product.
The masterbrand identity is now consistent across the full range of more than 30 products, including Tip Top Sunblest, Tip Top 9 Grain, Tip Top Breakfast Range, Tip Top English Muffins, Tip Top Texas Toast, Tip Top The One and Tip Top Rolls range.
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