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.

“Key to this project’s success was staying true to the brand’s heritage while also creating a fresh new look that would allow Tip Top to strengthen its leadership in the bread category,” Saltmine managing director Sara Salter told Marketing Mag.

An “established in 1958” tagline was added to reaffirm Tip Top’s heritage in the baking sector.

Across the product packaging range, a red ‘swoosh’ 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.