McCambridge was already a household name for Irish bread enthusiasts, but our job was to re brand and re position their incredibly tasty bread mix for the UK market and appeal to new consumers apprehensive about baking from scratch.
During an in-depth Positioning Workshop, we got to the heart of the McCambridge brand and their consumers. Creating a 9 square (imagery and words) to visualise these values, words such as nourishing, simple and family surfaced. The bread mix came with a tin, which we thought was really smart and helpful for time pressed and novice home-bakers, so we
created a new name; the ‘Bread Tin Bakery’, your very own bakery at home. Utilising modern story-led illustration on oven gloves, we brought the satisfying moment of bringing the tin out of the oven to life. This simple and eye catching design appeals to the aspiring home-baker, encouraging them to whip their apron on and get baking!