Allinson rebrand reclaims its Victorian heritage

Tue, 30 Aug 2011 | By Suzanne Bearne

Bread and bakery brand Allinson is returning to its Victorian roots with a rebrand aimed at boosting consumer awareness of its products.

Drawing inspiration from the 120-year old brand’s beginnings, founder Thomas Allinson will feature across its marketing material while designs from its original packaging and advertising have been updated for its latest campaign, which launched today (30 August 2011).

A national print campaign will tell the story of Thomas Allinson’s vision for wholesome living.

The relaunch coincides with Allied Bakeries expanding its product range to include a ’Brown Batch with the taste of Sourdough’.

Ellen Bailey, Allinson brand manager for Allied Bakeries, says: “Over the years much of the brand’s heritage has been lost, resulting in a lack of character and recognition amongst consumers. We have been inspired by the original packaging designs, advertising and trademarks from the Victorian era, and brought them up to date for the 21st century, capitalising on the recent trend for all things Victorian.”