“How I gave this iconic German brand something to celebrate and toast about”.
Germany’s oldest bread brand has expanded into a broad range of bread that’s a household favourite in Germany. Golden Toast is known, trusted, and valued as a timeless favourite. Over the years, the packaging has remained unchanged, so the client required a rebrand to align it with the times visually but without alienating the broad customer base.
The client wanted the logo to remain unchanged. However, Creating a Storm/ Storm Wiggett brought the essence of the brand into the 21st century by bringing healthy, fun, cheerful, friendly, and family-orientated brand values to the forefront of the packaging.
Creating a Storm/ Storm Wiggett aimed to capitalise on the brand’s golden sun icon by making it the dominant and recognisable feature. I created a bold effect by housing the logo with rays that reach the top of the packaging. This strategy aligned the recognisable elements of the brand with the playfulness and vibrancy that forms the foundation of the brand architecture.
The various flavours and category lines are differentiated by vibrant colour banding, print executions, and unique graphic patterns.
Modern, graphically styled patterns form an integral part of the overall brand design, aiding in navigation and visual presentation and adding an element of fun unique to every product.
Strong iconography creates character and conveys the product’s health benefits.
Design and print worked in harmony to ensure an increased vibrancy in colour across all products, resulting in a strong shelf presence alongside competitor products. Frosted patterns and panels create a sophisticated effect on the health categories.
The packaging architecture allows for easy communication of product offerings across multiple categories, sub-categories, and flavours. Customers can now easily navigate through the product range via structure, colour, and typography.
- Agency/Creative: Storm Wiggett
- Article Title: Packaging Design for Golden Toast by Lieken Brot
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: South Africa
- Agency/Creative City: Cape Town
- Market Region: Europe
- Project Deliverables: Packaging Design, Product Design
- Format: Bag
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: Packaging Design , Product Redesign
Creative: Storm Wiggett