Sydney brand design agency, Saltmine Design Group has redesigned the Tip Top product packaging to promote what it calls its "leadership in the bread category.“
George Weston Foods commissioned Saltmine to reinvigorate the Tip Top brand, which has been in the market for over 50 years, with the objective to realign the brand and product range.
As the largest brand in the category, Tip Top saw the opportunity to create a powerful new masterbrand visual identity.
Sara Salter, Managing Director at Saltmine says, “We are very excited to be working on such an iconic Australian brand. Key to this projects success was staying true to the brands heritage whilst also creating a fresh new look that would allow Tip Top to strengthen it’s leadership in the bread category.“
Saltmine introduced a red swoosh device to the brand’s visual identity, which is almost as important as the brandmark itself. The ‘swoosh’ is used on-pack to frame the window which highlights the product, and in communications, as a border to highlight products and increase the brand colour.
The Tip Top brand is known for its nutritious and tasty bakery goods and Saltmine wanted to convey this on-pack by bringing to life the food and health credentials that the brand was previously lacking. Falling wheat, grains and fruit were used to re-inject food cues and add appetite appeal to the previously static pack design, the brand design agency said.
Speaking about the new Tip Top visual identity, George Weston Foods, Group Marketing Manager, Justine Cotter, said “The new visual identity developed by Saltmine for the Tip Top masterbrand provides a strong, unified look for the brand and positions TIP TOP as a market leader.”