Wonder Bread

Evolutionary Design

Willoughby has been one of the caretakers of the Wonder Bread brand since the late 1990s. Needing to recapture the top position in the market, Willoughby and Wonder Bread recently took a new look at the package, which features the familiar red, yellow and blue balloons. The team determined that in order to broaden the brand’s reach into the growing demands of an older demographic, the package needed a more grown-up type style and a more sophisticated overall design system. The new identity and design system launched at the end of 2008.