Kingsmill rebrands for second time in 2 years amid tough competition

Bread brand Kingsmill has updated its look for the second time in two years, opting for a 'warmer' yellow brand and abandoning the blue it introduced last year. 
Kingsmill is facing growing competition in the bread category and it needed to "define a clearer proposition in order to help differentiate it from the competition and achieve greater stand out on shelf".
Brand design agency BrandOpus has created the new brand identity and pack design, which comprises a warm yellow background, howe