As stewards of the EarthGrains brand since refreshing its brandmark and packaging in 2006, our team has been involved in the continuing evolution. We have guided the brand’s many line extensions, point-of-sale pieces, a promotional partnership and an EcoGrain revolution.
When a reformulation provided an opportunity to refine the packaging to improve shopper findability on shelf and condense the product line to focus on the strongest flavors, we were excited to develop a solution. Based upon ever-changing consumer expectations around “healthy” messaging, we added an on-pack nutritional messaging system and put an increased emphasis on the flavor. The EarthGrains brand has always stood for an all-natural approach to bakery bread. We improved upon the transparent brand story to highlight the lack of artificial colors, flavors or preservatives.