Sara Lee Global Rebrand
Overview:
Global rebrand including packaging redesign, repositioning from an outdated old-fashioned brand with little differentiation in an over saturated category, to a younger, more contemporary proposition with a clear standout treat-based visual emotive.
Client
Sara Lee
Scope
Global Rebrand
Packaging
Service
Brand Strategy
Creative & Account Direction
The Issue
• Lack of differentiation from own label
• Photographic styles all the same
• Product not brand lead
• Copied brand ribbon, now generic
• Style of packaging dated
• No standout with use of red
The Goal
To reposition Sara Lee as a young and fresh home-baking mum, building back in some warmth and fun, and moving away from the stayed Nanna image that Sara Lee had become synonymous with.
The Solution
A full brand review was conducted,
including qualitative consumer research resulting in a confirmed brand mood board establishing the desired new audience, the relevant positioning, and personality of Sara Lee's new branding.
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A new visual experience was created, evoking a sense of warmth and family home-baking from within a caring environment, whilst building in a contemporary feel by developing the ribbon concept by connecting it to the packaging itself rather than just being a ribbon sash for the sake of it, as had become the norm from other brands in the category,
The Result
Reinventing the Sara Lee ribbon and further leveraging the ribbon concept to give the packaging more of a personal touch, with the hand written tag evoking a sense of gifting from Sara herself to you the consumer, whilst also providing a feel of authenticity and visual standout in the over crowded category.
The new ribbon master brand is clean and stylish and reflects the desired positioning whilst allowing for the portfolio as a whole to exist within the same concept, but to stand individually allowing for NPD such as Minis to be integrated.
Anytime, Anywhere
Anytime, Anywhere
Anytime, Anywhere
