To get ahead of the competition during difficult times, New French Bakery commissioned a package redesign. A new logo, featuring a simple typeface and graphic, is located at the top of the package. The rest of the design incorporates the color blue and bold, straight-to-the-point rhetoric, informing consumers that the products are easy and quick to make. “We wanted to talk about bread in a fresh, honest voice, while, at the same time, keeping things simple,” says Joe Duffy, chairman and principal of Duffy & Partners, which developed the new packaging.

September 2009

Duffy & Partners,