Brandpoint recently revived and reinvented McCambridge's classic home bake bread kit range to appeal to the modern market. Owning close to a one-third share of the Irish bread market, McCambridge was an existing household staple. Brandpoint's challenge was to rebrand and reposition the identity of the bread mix range in hope of expanding into further retail opportunities outside of Ireland.
Maintaining the heritage of the iconic McCambridge signature, the studio developed the catchy new title 'Bread Tin Bakery,' updated to a fresher, lighter colour palette, and used authentic visuals to communicate the simplicity of the product. Use of thicker, matte packaging and embossing the product title on the box panels presents a more premium effect.
To emphasise the bake-at-home aspect of the brand, each different oven glove design makes reference to the McCambridge story: the classic Irish Soda Bread Mix features an Irish kitchen top with vintage family memorabilia, the White Bread Mix box depicts the Irish coastline and the history of importing goods from around the world, and the Gluten Free mix uses illustrations of the Irish countryside to hint at the lightness of the Gluten free loaf. The kits come complete with bread tins included and a unique no-mess mixing bag.
