Allied Bakeries’ brand Kingsmill is set to launch a new range of seeded loaves with designs created by 1HQ. Consumer analysis found that many mums want their family to eat seeded bread, but find it hard to choose a loaf with the texture they all like, especially as some kids don’t like bits. This has driven the creation of a new range of three loaves each with a different level of texture so they’re perfect for all the family.

United by a simple and light-hearted idea in keeping with Kingsmill’s brand values, The Secretly Seeded One^®, The Lightly Seeded One^® and The Really Seeded One^® have strong collective presence on shelf in a fast-moving category. A new seed character provides a distinctive and impactful vehicle to communicate each product’s texture—becoming progressively more prominent and dynamic as that level of seeds increases. Typography has been used to support and reflect this idea, and to help reinforce differentiation between the different loaves.

Brand Manager Chris Heyn says, “We’re delighted with the packaging which really brings the range to life. We know that making things easy for mums is important and the simple, to the point style of the designs does exactly that. Research also showed that the light hearted nature of our packaging engages our consumers, which is brilliant given how rushed they are when in-store.”