GH Sheldon are a third generation family bakery, producing a wide range of delicious bread and baked products available in major retailers. Having battled declining sales they asked us to re-engage shoppers in their brand by redesigning the packaging for their signature Oven Bottom Muffin, Hot Dog Roll and Wholemeal Roll.

In reviewing the baked goods category we knew that habitual buying was the dominant behaviour. The status quo bias suggests that people are very committed to keeping things the way they are. So one of the ways to challenge (new customers) and reinforce (existing customers)  this behaviour is to celebrate the heritage of a brand. Which is lucky as GH Sheldons have this in spades. Coupled with their provenance and authenticity which are also key drivers for behaviour change we were able to re-invent their story.

We brought this charm back into their packaging by adding black and white photos of the Sheldon family to the front of the pack, as well as a wood effect background, hinting at the history the brand has in baking quality bread. A coloured tablecloth design also added charm to the packaging, and acts as the range identifier.