Last week, the UK bakery group Allied Bakeries launched a new look for its Allinson brand of wholemeal bread. The new look was created by the London branding/packaging agency Family (and Friends), who were appointed in February through a three-way pitch. The design is inspired by the brand's roots in the Victorian era, hoping the ride the current Victorian trend. The company says the last time the brand was given a new look was in 2008.
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The package design, before and after:
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