Silver Hills Bakery is telling “bread time stories” with its redesigned and repackaged breads hitting grocery shelves last week.
The Abbotsford, B.C.-based bakery distributes its nine organic sprouted whole grain breads to stores in Western Canada, Washington and Oregon and hired Karacters Design Group to inject the brand with a personality and look that would appeal to a wider market then the traditional health food demographic.
“We are trying to broaden our existing client base which are very hard core health-conscious consumers,” said Silver Hills CEO Brad Brousson.
The new identity includes logo, signage, stationery and a website.
“When we looked at the bread aisle we found that no one is really standing out and we saw a chance to make our client’s product sing on the shelf, change the category and do something different,” said James Bateman, creative director at Vancouver-based Karacters.
The distinctive packaging was inspired by an interesting consumer insight uncovered during focus groups. The bakery’s Squirrelly bread had a higher name recognition and recall than the parent brand.
“People were recognizing the bread through the name and we realized the huge potential,” said Bateman.
Karacters came up with equally unusual monikers for the other Silver Hill breads with solid, brightly coloured biodegradable bags which include light “witty” illustrations that range from a camel on “The King’s Kamut” to a football player on “The Big 16.” Other renamed breads are Hemptation, Little Big Bread, Hardy Hearty Harvest, Mack’s Flax, Marvelous Multi, Radiant Raisin and Steady Eddie.
“If you look at the bread category it’s pretty one-dimensional and this was a great tool for us to use on top of great graphics to create names that people are actually going to remember,” said Bateman.
