Warburtons rises to the occasion with brand refresh
In celebration of its 150th birthday, the legacy UK bakery brand wanted to develop a strengthened visual system that would stand out across formats. Warburtons teamed up with independent brand design agency Taxi Studio to redesign its 70+ product portfolio.
The rebrand creates a unified packaging system for distinctive and recognisable products across formats and aisles.
A refined production-ready ‘baked orange,’ taken from Warburtons’ delivery fleet and out-of-home advertising identity, creates a familiar, yet bold visual presence even when products are in isolation. In the new design, orange serves as a uniting thread through all SKUs, allowing the Warburtons wordmark to stand out on packaging.
A curved graphic device, inspired by Warburtons’ wordmark, offers consistency across the profile and creates visible brand hotspots at the shelf. The design suggests a smile, symbolising the warmth and togetherness of the brand.
To strengthen its visual voice, Taxi Studio partnered with typography designers Studio Drama to develop a custom typeface that takes the softness and elasticity of baked goods. The design balances structure and flexibility that enables product personality beyond packaging in a wider brand ecosystem.
The wordmark was refined alongside the updated system with an elevated ‘Family Seal of Quality,’ featuring Jonathan Warburton’s signature, signalling heritage and craft.
The rebrand also takes a new approach to food photography by enhancing appetite appeal. This communicates usage and integrates naturally within the package design.
