Giving Vogel’s back it’s stripes

With new ownership of Smartfoods, the business behind Vogel’s breakfast, comes a fresh perspective and ambition for growth. The packaging design refresh leverages the strong heritage and brand value of Vogel’s bread with an alignment of some key graphic elements: stripes and colour. The new master brand approach aids identification across the breakfast category. A slimmer no-waste box and some delicious new products in the range are the stimulus for re-evaluation by consumers who may have decided along the way that Vogel’s Café Style was no longer for them. The new range has received overwhelmingly positive feedback, and sets up Vogel’s to win again in breakfast.

"The delicately balanced brief of a design evolution and revolution for Vogel’s Café Style challenged the Marx design team to create a strong new identity for the range that is instantly recognisable as Vogel’s whilst maintaining key elements to assist shoppers to transition to the new packs. Marx’s talented team have delivered a striking, high impact Vogel’s design with a strong focus on detail throughout the design process."

Rebecca Bergs
GM Marketing