New packaging and logo for Wonder Bread

7 April 2009 | By Popsop Team

While attending the International Balloon Race at the Indianapolis Speedway in 1921, as the story goes, Vice President of the Taggart Baking Company, Elmer Cline, came up with the name — which subsequently inspired the logo — of their soon-to-be-introduced loaf of bread as he was struck in wonder by the sight of the balloons in the sky.

Before and After

And for more than eighty years, Wonder Bread has been an icon of all things American. The company has just redesigned the complete line of packaging (with over sixty varieties of bread, buns and dinner roll products) and has modified its logo. In charge of the redesign was Kansas City-based Willoughby Design, who was been working with Wonder since the late 1990s.

Old packaging (above) compared with new (below)

In 2008, after working through the needs of a changing market place, it was time for Wonder to evolve again for an older and more nutrition-conscious audience. Needing to recapture a #1 position in the market, Willoughby and Wonder Bread took a new look at the red, yellow and blue balloons, explored a more grown-up typeface, and dialed up the sophistication of the design system overall in order to broaden the brand’s reach to meet the growing demands of this older demographic.
— Willoughby Design