Homepride is widely recognised as an iconic British food brand, a firm favourite with home bakers since 1964. The Food Brand Guys was appointed by Carr’s Flour Mills to refresh the Homepride brand and develop new retail packaging to commemorate Fred’s 60th birthday.

With the popularity of shows like the Great British Bake Off, many people have a renewed passion for baking and creative cooking at home. The Homepride product range already enjoys a solid reputation with brand advocates, with Fred’s familiar face providing brand recognition across multiple generations.

The challenge with any new packaging design is consider the category cues, while also producing something fresh and new. Andy Brattle, senior brand strategist at TFBG explained: “Many people find the flour aisle in the supermarket confusing and often default to using the same flour for everything — from baking cakes to bread rolls — part of our job was to create a simple and engaging design to help people understand the different types of flour and their functions, whilst also injecting more personality into the brand.”

Visually, we differentiate the range using some established category colours, with the bold stripes being synonymous with Homepride. We also created a series of quirky on-pack illustrations to communicate the usage for different flours, revealing a playful, warm and witty personality. The new design needed to resonate with a broader section of the target market, so the idea was to celebrate Homepride’s heritage, introducing Fred to a new audience with a more modern design approach.

The new design not only commemorates the brand’s anniversary, but also gives the packs fresh stand-out in the marketplace and reshapes the category to bring a lasting competitive advantage.

“Homepride is one of Great Britain’s most iconic brands, having been a mainstay of British baking since 1964. We are delighted to join Fred in celebrating his 60th birthday this year.”