Grain News : FMCG brand & packaging evolution

Green’s Baking Packaging Launched to market in 2008

Green’s Baking Packaging Launched to market in 2008

To maintain leadership in the competitive environment of grocery, and inject consumer relevance into the baking mix category, we partnered with Greens on a journey to explore the wants and needs of consumers, and provide them with the communication framework and emotive cues that tuned into their unspoken language, and altered the landscape to drive value, inspiration and relevance.

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Our brand overhaul included a packaging and identity facelift.

The new logo allowing the brand to become much more dominant and flexible in application. Its colour palette has been freshened

and its form is more feminine, taking styling cues from a mixing bowl, a symbol synonymous with the home baking experience.

By introducing occasion based segmentation to the range, we aid the consumer purchasing experience by aligning with their needs and desires,

invigorating the baking mixes category and reinforcing the brand’s positioning as innovatorswithin the market.

The result is a more vibrant and

engaging brand and product range –

54 sku’s across six different formats,

that communicate the brand essence

and in-turn changed the category

planogram to reflect consumer

purchasing behaviour.