Saltmine Design Group, a specialist in the creation of Visual Identity, Brand Activation and Communication for Challenger Brands, announces their latest work for George Weston Foods –
a new visual identity for the Tip Top Café range of breads.

Taking inspiration from Australia’s booming café industry, worth an estimated $8 billion in 2017*, Tip Top’s Café range allows consumers to recreate their own café moment at home or work. However, the variety segment of the bakery market is in decline and Tip Top Café needed to stand out from the crowd in a competitive marketplace.

George Weston Foods had previously commissioned Saltmine to reinvigorate the Tip Top brand, which has been in the market for over 50 years and is synonymous with baking in Australia.

Specifically, for Tip Top Café, the challenge to Saltmine was to create a new visual identity for the range that disrupts on shelf and stands out from the sea of purple, the traditional variant colour for raisin bread.

The bold move to a predominantly black design gives the Tip Top Café range a distinct, premium look in an otherwise colourful category, but maintains the previous variant colours in the design to ensure differentiating and navigating variants on shelf is straight forward. The range includes Raisin Toast in purple, Brioche in yellow, pink for Brioche with Fruit and blue for the Blueberry and Vanilla loaf.

Fresh grapes fall from the top of the pack to highlight the real ingredients and a mouth-watering product shot of the toasted bread, with hot, melting butter on top ensures the product is easily identifiable on shelf.

The new look Tip Top Café range is available in nationwide grocery from May 2017.