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U.K. bread brand gift-wrapped for Christmas

A festive, Christmas-themed line of wax-paper packages for Warburtons bread gives the appearance of a gift waiting to be unwrapped.

Pw 57894 Warburtons Xmas 15nov

U.K. bakery brand Warburtons has introduced new Christmas-themed wax-paper packaging, created by brand, design, and communications group Smith & Milton to drive interest and excitement over the holidays. According to Smith & Milton, it was briefed by Warburtons to bring a festive look to the packaging, while keeping the original color palette for the background of the packs for recognition.

“The brief was a really exciting one to work on, and it was important to keep the packs recognizable but also create excitement and impact in the fixture,” says Steven Anderson, Creative Director at Smith & Milton. “We didn’t want to complicate the packaging too much, as otherwise it wouldn’t fit with the nature of the product. We opted for a traditionally festive, colorful design, which we hope will be in many consumers’ homes this Christmas.”

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