PACKAGING REDESIGN | PANERA
Panera bread is a much-loved and trusted brand, but it was losing the battle at retail shelf in the bread segment due to its soft & passive presence. Our challenge was to lean hard into the brand’s authentic heritage to create a distinctive and impactful voice at shelf. We began by freeing the Panera identity and icon from the restrictive green box enabling the brand to feel liberated and allowing the authentic, warm & joyful “Motherbread” icon to make a strong emotional statement on shelf. For the packaging architecture, we introduced a confident modern flavor band, making it easy for consumers to find their flavor of choice.