Sense of Wonder – US Bread giant redesigns packaging

Venerable US brand Wonder Bread has just undergone a revamp of their logo and packaging. Although the previous design wasn’t really all that old, the brand’s line has recently swelled to more than 60 varieties of bread products, prompting the company to take a look at reunifying and updating the look.

The job was given to Willoughby Design, of Kansas-City, MO – they’ve conducted numerous jobs for the iconic breadmaker since the 1990s. Willoughby’s design keeps the brand’s signature red-yellow-and-blue balloon graphic, but adds more contemporary typography and concentrates the logo into an overall more horizontal format.

There’s a lot more about Wonder’s revamp in the excellent branding and design blog Brand New – an interesting post with lots more pics of the Wonder redesign. Definitely worth a look.

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