Allinson Flour
Bryt have been custodians of the Allinson Flour brand since 2002 when we undertook a major re-design of the entire homebaking product portfolio.

Our work began with the name generation and creation of a new 'Very Strong White Flour' variant as a range extension to specifically target the new generation of flour users utilising bread machines.

The brief
Our research indicated that whilst consumers had both affection for and trust in the Allinson brand, the incumbent packaging was viewed as dated and failed to convey the product’s premium qualities.

As a consequence we were tasked with addressing two objectives in parallel: to create a brand and packaging for a new 'Very Strong White Flour variant and to roll out the new brand look across the entire homebaking portfolio.

Our solution
Bryt generated a new product name, ‘Bakers’ Grade’, communicated through a typographic treatment that implied professional endorsement and selection - and promised superior performance. A heart device was introduced to reflect the life and work of Dr Thomas Allinson, a pioneer of healthy eating and of the well-being culture we now embrace. The existing Allinson logo was subtly altered: a dramatic backdrop was introduced along with the flexibility to change colour in line with the background colour of any pack.

The choice of black as the background colour for the new Bakers’ Grade flour bag was a bold one and a first in its category. It conveyed modernity and emphasised its premium positioning and ensured instant stand-out on shelf - essential if the brand was to attract the new generation of flour users.

The launch of the new product was supported by a rather cheeky ‘Passionate about bread making’ national advertising campaign which appeared in both mainstream press and consumer titles. Bryt also created the Allinson corporate web site and its sister site, Bakingmad.com.

The results
Bakers' Grade achieved a sales uplift of 17.4% compared to its predecessor and our range re-design delivered an uplift in sales for all products across the portfolio.

And in late 2005, we rejuvenated and extended the Bakers' Grade portfolio with the addition of two new products, Wholesome White and Wholemeal. The result? The establishment of a sub-brand portfolio and a further uplift in sales.

Testimonial
"Bryt demonstrated an excellent understanding of the brand and delivered superb creative work which has further reinforced the premium positioning for Bakers' Grade"

Peter Simmons, Brand Manager, Westmill Foods.