London creative agency Brandpoint has revived and rebaked McCambridge’s classic bread kit range to appeal to a “more modern market”. An existing household staple in Ireland, the challenge was to rebrand and reposition its identity to expand into new markets internationally.
“Maintaining the heritage of the iconic McCambridge signature, we 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,” says Dave Taylor of Brandpoint.
“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 (hence the name) and a unique no-mess mixing bag; all you need is your oven gloves!”
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Author: Katy Cowan
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