Visual Identity Brand Activation Communication Challenger Brands

Saltmine Design Group, a specialist in the creation of Visual Identity, Brand Activation and Communication for Challenger Brands, is proud to announce their latest project for George Weston Foods – a new visual identity for Tip Top The One range of breads.

Tip Top The One has enjoyed solid growth over the past few years, gaining volume vs key competitors. However, some SKUs within the range lacked standout on shelf in a cluttered category. GWF briefed Saltmine to reinvigorate the range following on from the creation of the new Tip Top master brand.

Specifically, for Tip Top The One, the challenge to Saltmine was to create a new visual identity that communicates the key features and benefits at shelf level, in a way that clearly differentiates each SKU. In addition to this, a new product ‘Mixed Grains’ was to launch in April 2017. A category first, Tip Top The One Mixed Grains was the only fortified grain bread in the market at launch date. Critical to the success of this new product was that it is differentiated from the rest of the range and stands out on shelf.

Having previously launched the newly Tip Top master brand visual identity across the brand, Saltmine knew it was essential to maintain Tip Top equity on this range and created a design which incorporated the equity from Tip Top with its strong brand mark front and centre and also clearly defined the variant and communicated key benefits. The new product ‘Mixed Grain’ was further differentiated from the rest of the range by the creation of cute grain characters and different fonts to make the pack look more ‘kid like’. The result is a differentiated pack with a highlighted difference which still maintains shelf blocking which is vital in this category.

The new look Tip Top The One range, including the new Mixed Grains variant, is now available nationwide.