| Silver Hills Bakery
2010 REBRAND 100 Winners > distinction
Industry: Food
Component Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Established in 1989, Silver Hills Bakery offers consumers in the Pacific Northwest an authentic take on the way bread is made. Using sprouted, organic whole grain that is never milled into flour, its bread retains all the wholesome nutrition that is normally lost through processing.
Challenge - Over time, competitors copied the process and Silver Hills lost its differentiation. Karacters was asked to revitalize the Silver Hills brand and identity, and design a package that would set the bakery apart. Additionally, Silver Hills wanted to change consumer perceptions about its products being niche health foods and appeal to a broader audience.
Strategy - Silver Hills believes in “bread made the way it should be”, simple, honest and wholesome. It was this authenticity that became the foundation for the brand.
Karacters developed a family of eclectic names for the breads that would be equally as memorable and would establish the brand personality. Each variety featured a whimsical illustration, a bold color palette and a product story that supported the simplicity and integrity of the Silver Hills brand. The biodegradable bags were covered with matte inks, except where a bread window had been incorporated into the illustrations, allowing a unique view of the product inside.
Result - While remaining true to the core values of the bakery, the packaging is clearly breaking through the competition in the bread aisle. Since the new packaging launched in May, the bakery has made distribution gains, listing more products in more banners. Consumer and retailer feedback has been extremely positive.
Credits:
Client: Silver Hills Bakery Packaging - www.silverhillsbakery.com
Brand Strategists/Designers: DDB Canada / Karacters Vancouver - www.karacters.com
Creative Director: James Bateman
Senior Designer: Dan O'Leary
Designer: Jennifer Pratt
Copywriter: Jeff Galbraith
Illustrator: Robert Hanson
Account Director: Megan McCord
Senior Project Manager: Heather Tryon
Brand Planner: Hugh Ruthven
Print Producer: Trish Beck
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