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Brennans looks to Holmes & Marchant to update a classic

Brennans looks to Holmes & Marchant to update a classic

November 14 2014

Brennans looks to Holmes & Marchant to update a classic

Irish bakers, Brennans, has refreshed the branding of their most popular loaves with the help of brand consultancy Holmes & Marchant

The Family Pan White and further loaves have had their packaging designs rejuvenated, to ensure they are clearly differentiated from competitors on supermarket shelves.

The distinctive red and yellow packaging is firmly linked with Brennans in the mind of consumers. The challenge was to enhance the branding in a way that made an impact without alienating Brennan’s loyal customers. It was also important to create branding that would work across Brennans’ corporate identity.

Typography on each pack was sharpened to increase clarity and make the buying decision easier. Joe Brennan’s signature was used as the inspiration for the new brand to better portray Brennans as ‘The Family Bakers’. Holmes & Marchant, led by creative director Jeremy Shaw and account director Sarah Wade also helped redesign Brennans’ business cards and company vehicle livery in order to align the packaging refresh.

Jeremy Shaw, creative director at Holmes & Marchant, said: "The project gave us an exciting opportunity to evolve an iconic brand, ensuring it continues to be a much loved national treasure"

The new packaging is set to hit stores in November.