Whitworth's for Baking range of sugars

by Tiana Spellman on 03/15/2012 | 2 Minute Read

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Leahy Brand Design creates packaging for new consumer range which aims to shake up the sugar category.

The bespoke range of sugars, which are designed specifically for home baking, boasts new user-friendly packaging responding directly to consumer feedback, meaning less mess and less waste with re-sealable packs and on-the-back inspiration in the form of easy recipes and helpful hints. There is also an innovative ‘Twist and Sprinkle’ icing sugar mill featuring a built-in sieve. Structural packaging, identity and brand design has been created by London based, LBD - Leahy Brand Design.

Each pack is color coded allowing consumers to easily distinguish between the different types. And the packs also give advice on what sugars are best for which types of recipe. Jon Tanner, Napier Brown Sales Director, said: “We are delighted to launch the new Whitworths for Baking range. Baking is enjoying a huge resurgence in the UK, and with the Queen’s Diamond Jubilee this year and lots of street parties planned as well as TV shows such as the Great British Bake-off and MasterChef, we see a great opportunity to grow and innovate within the sugar category. “We undertook extensive consumer research* to identify problems with sugar packaging before Whitworths for Baking was born, which found that the main frustration was spillage and wastage from packs splitting and being tricky to store”. Each sugar packet comes with an inspiring recipe to feed the imagination; from chocolate brownies to brown sugar shortbread, the ultimate Victoria sponge cake to a recipe for classic vanilla buttercream, there are plenty of ideas for any aspiring baker. Leahy Brand Design worked with Napier Brown to breathe life into the Whitworths for Baking range.

Tim Leahy, Managing Director at LBD said of their approach to designing the new range. “The Whitworths for Baking brand needed a memorable story, one that is accessible, helpful and communicates innovation. Our core idea was to simply tell the story of 'Whitworths is happiness', after all it’s the simple pleasures in life that make us happy and home-baking is one of those.  We explored a wide range of packaging structure options with the resealable stand up pouch being favoured for its convenience, freshness and impact and the sprinkler drum for its pleasure and ease of use.”


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