Creative Agency: Bulletproof
Project Type: Produced, Commercial Work
Location: London, UK
Packaging Contents: Bread and baked goods
Strategic brand and packaging design agency Bulletproof has created the branding and packaging design for Warburtons Protein, an exciting new range from the UK’s largest bakery brand. The agency was appointed to the project by Warburtons’ innovation team in April this year.
Launched to meet the growing trend of high protein products and appeal to consumers looking for an easy way to increase their protein intake, the Warburtons Protein range is baked using a blend of Wholemeal flour and Pulses and includes Bread, Thins, Rolls and Wraps.
Bulletproof was briefed to create a design with mainstream appeal that would clearly convey the characteristics of natural protein, while educating the consumer on the core product benefits of high fibre and high protein.
Bulletproof comments: “We wanted to design an ownable pack architecture that could flex successfully across a growing range of product formats, while maintaining the look and feel of the Warburtons brand. Through consumer research we understood the balance that needed to be achieved with on-pack messaging and educating consumers about this unique recipe that uses a blend of grains and pulses.
“Building on the design concept of ‘Naturally Grown’, we used a graphic leaf theme and green colour palette to clearly communicate the naturalness of the products while emphasising the branding and key product attributes on shelf. Sitting prominently on pack, the brand holding device features the proud ‘Protein’ mark with supporting communication to hero the USP.”
Joanne Bishop, innovation marketing manager at Warburtons comments: “We’ve been working with Bulletproof for the past eighteen months on various projects so when the opportunity arose to launch this exciting new Protein range, we knew the agency would be a good partner for the project. Bulletproof has created a fresh and contemporary design that will be sure to appeal to a new generation of shoppers and help drive growth of the Warburtons brand.”
The new Protein range will be launching nationally in Asda, Morrisons, Co-op, Waitrose and Iceland from September.