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When the needs of a changing marketplace say it's time to update for a slightly older and more health-conscious consumer, Interstate Bakeries Corp., the makers of Wonder Bread, listen. Willoughby Design (www.willoughbydesign.com) knew that the change wouldn't be a reinvention, but an evolution. Maintaining Wonder's brand promise of healthy fun and goodness for more than 80 years, Willoughby wanted to update the brand identity with a fresh, contemporary graphic system for both existing and new products, including more than 60 bread, bun and dinner roll items. The firm also developed POP materials, displays and other elements to create a unified look and feel across all of the brand's consumer touchpoints. The new film bag, top right, has a red runner that says, “Classic White.” The Wonder bags are currently printed flexo by Pliant Corp. (www.pliantcorp.com) and St. Johns Packaging (www.sjpack.com), and vary from six to eight colors.
