Client:
Weber's
Country:
Mexico
Task:
Packaging Design
Brand Evolution, Category Color-Coding, and High-Visibility Multipack Innovation for Specialty Bread
For Weber's, IMAGINITY spearheaded a comprehensive packaging redesign and portfolio expansion for their specialty bread line. The project began by evolving the core 12 Grain product to anchor the reintroduced Weber's brand in the market.
We then expanded the product range by introducing a new Multi Grain variety—selecting a strategic purple color palette to align with established category visual cues. To maximize volume and retail impact, we engineered high-visibility 2-pack multipacks featuring dual-pack indicators, prominent transparent windows, and hidden individual barcodes paired with a distinct outer multipack barcode.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Brand Reintroduction & Core Line Evolution: Reimagined the primary 12 Grain specialty bread packaging design to anchor the reintroduced Weber's brand identity with modern shelf appeal.
- Strategic Category Color-Coding: Extended the range into the Multi Grain variety, implementing a rich purple color scheme aligned with recognized consumer cues in the specialty bread segment.
- High-Visibility 2-Pack Multipacks: Engineered custom multipack outer bags that clearly indicate the two-pack offering while showcasing the fresh product inside through strategic transparent areas.
- Bar Code Management: Designed the multipack film layout to effectively mask individual unit barcodes while prominently displaying a new, unique barcode for seamless retail scanner checkout.
The Challenge
Specialty bread packaging requires balancing heritage trust, nutritional appetite appeal, and clear variant navigation on crowded retail shelves. Reintroducing the Weber's brand through the existing 12 Grain bread meant maintaining recognition without losing existing brand equity. Expanding into Multi Grain required introducing a distinct color identity—purple—that intuitively communicated the variety within category norms.
Furthermore, creating 2-pack multipacks posed a specific packaging engineering and graphic challenge: clear window placement was needed to maintain product appetite appeal, but coverage had to be carefully managed to obscure individual inner barcodes while clearly exposing a single multipack barcode for checkout accuracy.
Our Design Process
Starting from a strategic design brief, IMAGINITY initiated a design process centered on strategic brand architecture and product range extension:
- Brand Evolution & Architecture: We integrated existing 12 grain design to evolve into the reintroduced Weber's brand.
- Variant Extension & Color Strategy: We designed the Multi Grain variety using a vibrant purple palette to tap into established consumer visual cues across the bread and bakery packaging sector.
- Multipack Packaging Engineering: We developed secondary 2-pack multipack artwork featuring prominent clear viewing windows for appetite appeal, dual-pack messaging, and precise graphic masking to hide individual unit barcodes while highlighting the new multipack barcode.
- Prepress & Material Execution: Working closely with flexible film printing specs, we supervised prepress and printing across transparent and opaque packaging materials.
The Outcome
The reintroduced Weber's specialty bread line successfully restored brand presence and drove growth across retail channels. Clear color-coding made shelf navigation intuitive for consumers, while the innovative 2-pack multipack design simplified inventory scanning and boosted multi-unit sales without compromising product visibility.
IMAGINITY is a global packaging design agency specializing in consumer packaged goods (CPG), partnering with leading brands across Bread & Bakery, FMCG, and US Market Packaging Design. Combining strategic branding, visual identity, brand architecture, and prepress printing expertise, our agency crafts high-impact visual storytelling across our portfolio to drive shelf conversion.
