Packaging Design

Special edition British wildlife bread packs win Gold

14.05.2018

We are lucky enough to have two Design Directors, Rikki Payne and Mark Stubbington. Last Thursday they both travelled up to Manchester to attend The Drum Roses Creative Awards 2018, and they didn’t come away disappointed…

The result was GOLD for packaging design, received for our work on Vogel’s promotional bread packs for Nicholas and Harris.

A bold, bright and quintessentially English swan, otter, mallard duck and deer won the hearts of the panel and have worked to build brand recognition for Vogel’s.

Since 1954, Vogel’s has been baking bread and selling it in major supermarkets. With an increased consumer appetite for specialty breads, they recognised an opportunity to build on this with a promotional campaign with ‘Canopy and Stars’ offering the chance to win a glamping holiday and to promote their ethos of being ‘at one with nature’. They invited us to create something distinctive and disruptive…

Our goal was to give bread shoppers something a bit different with an entire pack takeover, embodying the shape of a single animal and move the pack away from the standard pack design whilst retaining Vogel’s familiar logotype.

Having created a unique style for the animal theme, the challenge was to choose the right British animals to engage the Vogel’s consumer, work as a pack take-over and sit well together on shelf.

The final packs include colourful British wildlife that fit perfectly with the promotion of a winning a glamping holiday and the everyday characters you’re likely to meet out in the sticks!

The full project can be seen here and if you’d like to catch up the impressive creative talent in the South West, read the Drum Roses Creative Awards full list here.

“We were blown away by the array of creative concepts Design Activity delivered in response to the brief. It’s a pleasure working with a design agency who can work with the challenges & print restrictions inherent in Bread packaging and deliver highly creative solutions that actually work!”

Seb Willis, Commercial Director, Nicholas and Harris

"Winning this award is testament that a confident, big idea can elevate a design above it’s competitors. We’re absolutely thrilled that fellow peers recognise our work is of such a high standard; to win a gold in a tough category like packaging design is just brilliant for DA.”

Mark Stubbington, Design Director, DA
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