Tip Top Masterbrand Visual Identity
Justine Cotter, Group Marketing Manager
George Weston Foods
The ‘established in 1958’ credential was added to support Tip Top’s experience and leadership position.
The previous brand mark needed increased stand out and modernisation, whilst maintaining the quality and trust equity. We began by shifting the colour palette to richer tones that are less artificial, modernising the typography and encompassing the map of Australia within a lozenge device to create a bold brand stamp, to reflect Tip Top’s strength and pride.
When it came to redesigning the packaging for the entire range of over 30 SKUs, it was important to define a selling face for the products. We created a front face design that extends to include the base of the pack, rather than separate designs per face. Additionally, a large window highlights
the freshness of the bread and pride in the product. Falling wheat, grains and fruit were used to reinject food cues and add appetite appeal to the previously static pack design.