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Harvest Gold

BRAND STRATEGY + BRAND IDENTITY+ PACKAGING + ACTIVATION

Packaging bread with a human touch

We created a fresh brand identity and packaging design system for Harvest Gold’s range of breads and buns. The new identity enabled the brand to stand out in overcrowded bread shelves across India and grab the NO.1 position.

Why did a legacy brand need a new identity?

Harvest Gold wanted a new band identity and packaging system to reinvigorate the brand’s perceived value in the crowded shelves in Indian marketplaces. They wanted the 1983-established product to get contemporary packaging while staying true to the brand’s legacy.

How did we revitalize the classy ‘baker’s bread’?

Our approach was to preserve Harvest Gold’s premium-baker legacy via a thoughtful branding and packaging system. We made a strategic choice with the first-of-its-kind transparent packaging that gave a classy ‘baker’s bread’ appearance. Displaying the actual bread showed pride of product, upped confidence in consumers as also giving them the ability to see what they were buying.

We focused on humanizing the brand with the new look by ensuring success in the marketplace where purchase decisions for daily grocery items are made in a few seconds across local stores, grocery booths, and supermarkets. The solution was a triumphant combination of strategy and design working in tandem.

A Delicious Success

The visual identity system we created for Harvest Gold covered all aspects of the brand’s presence, from the packaging of the bread and buns to the distribution channels such as distribution trucks and customer touchpoints at marketplaces.

Team


Mohan Godwal
Anthony Lopez

Support:

Raj Kishore Gupta

 

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