G R Wright and Sons is an established independent miller supplying flours and baking mixes to all the major retailers and bakers in the UK. Still a family run business after 140 years, they concentrate on using locally grown wheat and real ingredients.
Our first job was to relaunch their consumer bread mixes with the objective of appealing to a wider target audience; taking onboard that 'foodies' were buying more freshly baked 'speciality' breads than ever before.
The concept that busy 'Foodies' want to bake fresh, good quality, speciality breads themselves, whilst being quick and easy to make, and consistently tasting great, lead us to the brand essence of 'real baking made easy'.
We re-named the consumer brand: Wright's Baking to qualify the brand's purpose; and we created a new identity highlighting the brand's heritage. The packaging shows the yummy finished product freshly baked wrapped in a branded sleeve. This illustrates how delicious the products can be, and associates with the fresh bread counter. The design quickly identifies the different speciality flavours and makes the small packaging format really stand out on shelf amongst a sea of traditionally packaged flours and mixes.
On the success of the mixes we then relaunched the flour range communicating a tangible USP:
Wright's Baking flours are the only flours milled in the UK that use only the best quality British wheat.
For the first time Wright's Flours are now listed in major retailers.