New look: Harry's (2011)

Harrys is a French brand for bread and pastries, originally introduced in 1970 for America-style toast bread. Today it belongs to the Barilla group (who are also behind the German equivalent Golden Toast, mentioned earlier this week). At some point last year (2011), Harrys introduced a new packaging design and logo.

The previous look was introduced in 2008, as part of a misson to offer "simple and good products for daily eating". It gave the brand a more contemporary country-side look, moving away from previous designs that were inspired by the Star Spangled Banner. The current one continues the contemporary path with a playful logo and relatively simple packaging with clear colour-coding.
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New look: Golden Toast

Golden Toast is German bread brand, originally introduced in the 1960s with inspiration from American toast breads. Today it has expanded into a wide range of breads and is owned by the German bakery company Lieken, which in its turn is a subsidiary of Italy's Barilla Group. Since the beginning of this year, it started rolling out a refreshed packaging design across it portfolio, created by The Brand Union in Hamburg.

In the redesign's aim to enhance the brand, the existing elements have been refreshed and made clearer, keeping most colours and elements from the previous design. The logo has also received a barely noticable update.
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New look: Kingsmill

Kingsmill, the primary bread brand from the British bakery group Allied Bakeries, has introduced a new look, adopting a new consistent packaging design across its product range. All packaging now features a prominent "window" that allows consumers to see the bread.

Kingsmill's previous design was introduced in early 2007 and created by the British brand consultancy Vibrandt, now known as 1HQ. It broke a tradition of "regal" victoriana logos and imagery for a fresh, bold and modern design. The crown that was present in previous logos was dropped in favour of a sunburst that one might interpret as a crown. Later packaging design has been created by both 1HQ and Dragon Rouge.

The new design aims to provide consistency with a common design across the product range and is more an update than a break with the 2007 design. The new logo is a refreshed version of its predecessor with a lighter typeface.

"The new packaging has been designed to give the Kingsmill brand a more consistent look across the whole range. The look and feel of the original branding has been retained so that shoppers can easily recognise the brand on the fixture however the Kingsmill's logo has been updated and a large transparent window has been added to the pack to allow the shoppers can easily see the bread. "Just as consumers like to pick up a loaf to feel how fresh it is, they also want to see what the bread looks like," said Allied Bakeries brands director Will Ghali." - Allied Bakeries press release

There has been some weeding out in the vast sub-brand portfolio, which means the "Great Everyday" and "Love to Toast" sub-brands have been abolished.
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New logo: Allinson

Last week, the UK bakery group Allied Bakeries launched a new look for its Allinson brand of wholemeal bread. The new look was created by the London branding/packaging agency Family (and Friends), who were appointed in February through a three-way pitch. The design is inspired by the brand's roots in the Victorian era, hoping the ride the current Victorian trend. The company says the last time the brand was given a new look was in 2008.

Previous logo.

The package design, before and after:
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New logo: Warburtons

Warburtons is a British baking group based in Bolton with bakeries across Great Britain. Last autumn, the family bakery launched a new look that was a clean break with the past. The new look was created by the London design agency Smith & Milton, who were appointed in March 2010.

The previous logo, a crest-like creation, which included a red rhombus, blue ribbons and the phrases "Family Bakers" and "Since 1876", was retired in favour of a "confident" wordmark. It is now displayed across the lower half of all packaging.

Previous logo.

The rebrand was announced in UK specialty media in late October and early November last year. At that time, it was reported that the new look would appear on packaging from January, and that the transition would be completed by the summer. It was also reported that the previous look was introduced twelve years ago.

Packaging shots and more information after the jump.
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