It's Sunday afternoon and I am strolling around the local
supermarket with my daughter. As I turn into the bakery aisle I look
across at the shelves and say under my breath, 'cool, very cool'.
There they are: loaves of bread wrapped in baked beans. And there's one
with eggs. Hold on a minute, here's one with cheese, one with cucumbers
and another with tomatoes.
The thing I love about the designs is that they are a million miles away
from a young boy pushing his bicycle up a cobbled hill, yet they
maintain all the charm, warmth and comfort I expect from the brand.
It's nice to see the biggest and most established brand in that sector
having the guts to change a recognisable look. I don't know what the
design agency said when it presented the designs, but that's one meeting
I would love to have been in.
Some design agencies, when they get a re-brand brief, just make a few
tweaks and charge the client a fortune. Judging by what I have seen of
the supermarket shelves recently, it goes to show that this fantastic
When I look at these loaves I no longer think 'bread', I think 'quick,
simple, comforting food'. So how long will it be until the own-brands
start the imitation process?