Turkish Bread

Partnering a market leader in FMCG

Turkish Bread are the leader in the chilled pizza base & garlic bread market. They have expanded their range to include speciality lines including fresh, preservative-free wraps and naan bread. While the tangible output for Lemonade is packaging design, we are pivotal partners with regard to brand line extensions, product development, product messaging, and packaging substrates and sizes that will resonate with consumers and FMCG channels alike.

Client
Turkish Bread
Project
Planning + Packaging
Service
Strategic Planning, Branding, Product Development, Packaging, Copy, Promotions, Social media strategy
Challenge:

To launch new product ranges that leverage off their market leaders – chilled Pizza Bases and Garlic Bread – while being clearly new product categories.  To elevate the fact that all Turkish Breads are preservative free, made with nothing but natural, real ingredients and hence why they are stocked in the chiller.

Response:

We updated the packaging structure developing clear product variants across the range.  We kept the hero brand colour bold pink as this is a key identifier and Wayfinder for the brand ‘on shelf’ while also helping to cut through the category clutter.  We expanded the product windows so consumers can see the product quality.

Extension:

The first product extension was for wraps, for which we updated the packaging to re-enforce the natural ingredients and added photography to illustrate ‘real’ use of the product.  For the Naan bread, we used the aesthetics of typical Indian henna art and sari design and took inspiration from the Hindu Holi ‘festival of colour’ celebrated in India and Nepal to create a design that jumps off the shelf and positions the product in its cultural kitchen.