Country Kitchens Bakery launches new identity

The Brand Union Dublin has created the new identity and packaging for Country Kitchens Bakery, a traditional craft bakery in Co. Cork.

The new brand needed to convey that Country Kitchens are “real” family craft bakers, as the par-baking and gas flushing packaging technology does not allow you to smell, see or feel the bread until the baking process is finished at home.

A further challenge was that all information had to go on the front of the packs.

Every single detail was painstakingly crafted to convey the authenticity of the product, telling a compelling story of three generations of traditional bakers, using new technology but never compromising on quality.

Detail was layered upon detail, from the photograph of Grandfather ‘Fa’, the family story in the open book, the client’s children’s doodles of bakers in the background and the wheat sheaves on the bar code. Stunning photography of the breads evokes the taste and smell that is missing from the raw packed product.

Packaging designs were created for 23 products, covering French, handcrafted, deli and specialty breads. The full range has now been rolled out across stores in Ireland and the UK.

“Our bakery is a family business and we are very proud of the breads that we make. The Brand Union understood that from the very first site visit and seemed to know straight away how best to communicate it through the design direction.

For once there are no arguments, individual family members don’t have to agree to disagree, everyone is happy and very proud of our new designs. That achievement in itself, like the design, is unique.”