Abbott's Village Bakery

Abbott’s Village Bakery is an established brand gaining traction in the market. Our role was to define what was next for Abbott’s to continue their strong position and longevity in the market.
Against a tough category with established players and an ever increasing price war, we needed to ensure AVB did not get lost within the landscape. Building on this, we reinforced the Abbott’s identity to become a brand led pack that was no longer dominated by variant navigation and was further strengthened by compelling claims.
The solution involved retaining existing brand assets, such as the AVB identity and use of black - yet giving them a new lease of life on pack. By identifying the prime real estate such as the bottom of the pack, we were able to add strength and stand out to the brand that showed its true impact when merchandised on shelf.
Designed whilst Design Director of Consumer Brands at Landor.
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