In 2005 we were asked to re-look the Bakers brand. There were technical print problems and the brand was looking lost on shelf, amongst all the newcomer cheap imports.
To own red in store as a brand and breathe new life into the ‘Baker’s man’.
There is huge recall of the ‘Baker’s man’ as a symbol of tradition and home style goodness. We evolutionised the logo, increased its size and centralised it on pack.
After that, the range extensions were easy.