Silver Hills Bread Packaging

I do not like to eat bread or pastries of any kind. My mother, on the other hand, adores bread. However, she is fairly picky over the bread she chooses for breakfast. She buys only one kind of bread - the ones from Silver Hills bakery. As notified on the packaging from the last loaf she bought, I knew the whole range of bread was to be repackaged. It makes sense, since I have difficulty distinguishing between this particular brand and the slew of others in the bread aisle at the local supermarket. A package redesign should curb just that.

I was not mistaken:

Designed by Karacters in Vancouver, these new packaging designs certainly stand out from the rest on the shelves. Karacters “researched how well Silver Hills’ brand was recognized and discovered that its ‘Squirrelly’ bread had a higher brand power then the Silver Hills company brand. Karacters then decided to rename each of Silver Hills’ bread types with a unique name. The new names were all created within DDB and were designed to tell the stories of the different breads. The new names include: Big 16, Hardy Hearty Harvest, Hemptation, Kings Kamut, Little Big Bread, Mack’s Flax, Marvelous Multi, Radient Raisin and Steady Eddie. Even the pack copy has been changed to have an individual tone for each of the products.” (Design Edge)

These packaging designs are unique because they all use bags in solid colours, as opposed to the standard clear bags with crude graphics of wheat. “Human instinct is that you are attracted to nice-looking warm things,” James Bateman, Creative Director at Karacters, said about the solid color matte bags. “So we created the bags in natural vibrant tones to really break through a very basic level visually on the shelves.”

“Clear windows were incorporated into illustrations on the packaging to draw curious eyes to the product. The illustrations (by Robert Hanson are apart of the storytelling concept for the different types of breads.” (Design Edge)

Images sourced from The Dieline.