Tip Top’s New Packaging Design Transformed the Bread Aisle Experience

Tip Top is the largest and most recognisable brand within the bread aisle, dominating the category with its strong presence. The existing portfolio was made up of 36 SKUs, but over time it had become fragmented and confusing for consumers. The messaging hierarchy was inconsistent, and the naming conventions lacked clarity, leading to a disjointed customer experience. Our challenge was to streamline the range, improving its cut-through at shelf and making it easier to shop by creating a coherent portfolio architecture that would resonate with the target audience and feel like a unified family of products. Our vision was to inspire New Zealanders to rediscover their love for quality bread by redefining the role of bakery products in their daily lives, especially for modern Kiwi families. Bre