• Transform magazine
  • November 29, 2021


Lightening the loaves


With its roots grounded in the unlikely combination of medicine and manufacturing, British bread maker, Allinson, has long been a rising competitor to big name bakers. Its recent rebrand solidifies its position as a simpler, healthier, high-quality alternative in the growing industry.

First opening in Bethnal Green in 1892 under the name 'Dr Allinson's Natural Food Company,' the British bread company has since simplified much more than just its name, and with the help of London-based design agency, BrandOpus, its new identity evokes founder Thomas Allinson's vision of refinement and quality. The rebrand holds simplicity in high regard, offering consumers a new signage that fuses the rich quality of its wholemeal and wholegrain variety with the longstanding heritage of the Allinson name. 

Under the direction of owners, Allied Bakeries, Allinson's positioning as premium bread manufacturers has continued to improve with successful advertising campaigns including a longstanding relationship with British actor Brian Glover, coining the slogan, 'Bread with nowt taken out,' playing on the brand's Yorkshire roots. 

Ellen Munro, design director at BrandOpus, says, "It’s been fascinating to learn about Thomas Allinson and the pioneering spirit he was. Thomas was the guiding light for wholemeal bread in Victorian times and we wanted to express his endeavour in a simple and proud design that is both clean and detailed whilst achieving optimal visibility for the loaf itself.”

With Allied Bakeries owners of various bread manufacturing brands such as Kingsmill, Sunblest and Burgen, Allinson finds itself in the best position to leverage the competitive market. Janene Warsap, marketing director at Allied Bakeries, says, “We are very excited to launch our new identity for Allinson’s. BrandOpus has really captured the essence of our founder in this new identity design, whilst also helping to elevate the brand to a more deservedly high-quality feel within the category.”